How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed?
Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development....
How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or...
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.
Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges.
Designed to provide not only a...
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides ...
