Brand Management

Research, Theory and Practice

Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre (Autoren)

Buch | Softcover

296 Seiten

2015 | 2nd New edition
Routledge (Verlag)
978-1-138-80469-2 (ISBN)

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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.

Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School as well as institutions. Mogens Bjerre is an associate professor at Copenhagen Business School and has published widely in the areas of franchising, key account management, strategic relationship marketing and retailing.

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

Zusatzinfo	57 Line drawings, black and white; 20 Tables, black and white; 57 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	476 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-138-80469-X / 113880469X
ISBN-13	978-1-138-80469-2 / 9781138804692
Zustand	Neuware