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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010197276 | HD69.B7 H43 2009 | Open Access Book | Book | Searching... |
Searching... | 30000010201573 | HD69.B7 H43 2009 | Open Access Book | Book | Searching... |
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Summary
Summary
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 Practicefills 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?"
Author Notes
Tilde Heding and Charlotte F. Knudtzen both lecture in strategic brand management at Copenhagen Business School. Tilde and Charlotte have published widely, while also running their own brand management consultancy. Heding Knudtzen. Mogens Bjerre is associate professor of Marketing at Copenhagen Business School. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.
Table of Contents
| List of illustrations | p. vii |
| List of tables | p. x |
| List of boxes | p. xi |
| Foreword Leslie de Chernatony | p. xiii |
| Preface | p. xv |
| Acknowledgements | p. xvii |
| Part I Setting the scene | p. 1 |
| 1 Introduction | p. 3 |
| 2 Key words in brand management | p. 9 |
| 3 Overview: brand management 1985-2006 | p. 20 |
| Part II Seven brand approaches | p. 27 |
| 4 The economic approach | p. 29 |
| 5 The identity approach | p. 47 |
| 6 The consumer-based approach | p. 83 |
| 7 The personality approach | p. 116 |
| 8 The relational approach | p. 151 |
| 9 The community approach | p. 181 |
| 10 The cultural approach | p. 207 |
| Part III Taxonomy | p. 243 |
| 11 Taxonomy of brand management 1985-2006 | p. 245 |
| Index | p. 260 |
