Brand Management
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Brand Management

Research, Theory and Practice
 Ebook
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ISBN-13:
9781317619192
Einband:
Ebook
Seiten:
314
Autor:
Tilde Heding
eBook Typ:
Adobe Digital Editions
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:

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
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.

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