Brand Management: Mastering Research, Theory and Practice

ISBN-13: 9780367172589 / Angielski / Miękka / 2020 / 338 str.

Tilde Heding; Charlotte F. Knudtzen; Mogens Bjerre

Opis

This is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the "quick fixes" of branding, it offers a comprehensive overview of brand management theories from the last 35 years.

Spis treści

Part I: Setting the Scene  1. Introduction  2. Overview: Brand Management 1985–2020  3. Taxonomy of brand management 1985–2020  Part II: Eight 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. The Sensory Approach  12. Other Categorizations of Brand Management  13. Keywords in Brand Management