Brand management : research, theory and practice /
Heding, Tilde,
Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. - xviii, 267 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Setting the scene -- Introduction -- Key words in brand management -- Overview: brand management 1985-2006 -- Seven brand approaches -- The eco nomic approach -- The identity approach -- The consumer-based approach -- The personality approach -- The relational approach -- The community approach -- The cultural approach -- Taxonomy -- Taxonomy of brand management 1985-2006. Part I. 1. 2. 3. Part II. 4. 5. 6. 7. 8. 9. 10. Part III. 11.
"For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?" ."--Publisher's website.
0415443261 9780415443265 041544327X 9780415443272
2008021896
Brand name products--Management
Branding (Marketing)
HD69.B7 / H43 2009
658.827
Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. - xviii, 267 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Setting the scene -- Introduction -- Key words in brand management -- Overview: brand management 1985-2006 -- Seven brand approaches -- The eco nomic approach -- The identity approach -- The consumer-based approach -- The personality approach -- The relational approach -- The community approach -- The cultural approach -- Taxonomy -- Taxonomy of brand management 1985-2006. Part I. 1. 2. 3. Part II. 4. 5. 6. 7. 8. 9. 10. Part III. 11.
"For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?" ."--Publisher's website.
0415443261 9780415443265 041544327X 9780415443272
2008021896
Brand name products--Management
Branding (Marketing)
HD69.B7 / H43 2009
658.827