Brand management: research, theory and practice

By: Heding, Tilde
Contributor(s): Knudtzen, Charlotte F | Bjerre, Mogens
Publisher: New York Routledge 2016Edition: 2nd edDescription: xiv, 307 p.ISBN: 9781138804692Subject(s): Brand name products - Management | Branding - MarketingDDC classification: 658.827 Summary: For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives. (https://www.routledge.com/Brand-Management-Research-Theory-and-Practice-2nd-Edition/Heding-Knudtzen-Bjerre/p/book/9781138804692)
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Item type Current location Item location Collection Call number Status Date due Barcode
Books Vikram Sarabhai Library
Slot 2180 (2 Floor, East Wing) Non-fiction 658.827 H3B7-2016 (Browse shelf) Available 192596

Table of Contents

Part I: Setting the scene

1. Introduction
2. Overview: brand management 1985–2015
3. Taxonomy of brand management 1985–2015

Part II: Seven brand approaches

4. The economic approach
5. The identity approach
6. The consumer-based approach
7. The personality approach
8. The relational approach
9. The community approach
10. The cultural approach

Part III: Other perspectives

11. Other categorizations of brand management
12. Keywords in brand management

For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive.
BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?'
This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.

(https://www.routledge.com/Brand-Management-Research-Theory-and-Practice-2nd-Edition/Heding-Knudtzen-Bjerre/p/book/9781138804692)

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