Brand Management - Mastering Research, Theory and Practice

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.

List of contents

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

About the author

Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School, Denmark.
Mogens Bjerre is an associate professor at Copenhagen Business School, Denmark, and has published widely.

Summary

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.

Product details

• Authors: Mogens Bjerre, Bjerre Mogens, Tilde Heding, Tilde (Copenhagen Business School Heding, Tilde Knudtzen Heding, Heding Tilde, Charlotte F. Knudtzen, Knudtzen Charlotte F.
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 28.05.2020
• EAN: 9780367172572
• ISBN: 978-0-367-17257-2
• No. of pages: 338
• Subjects: Non-fiction book > Psychology, esoterics, spirituality, anthroposophy > Applied psychology; Social sciences, law, business > Business > General, dictionaries; Business & Economics / General, BUSINESS & ECONOMICS / Marketing / General, DESIGN / Graphic Arts / Branding & Logo Design, Sales & marketing, Occupational and industrial psychology, Occupational & industrial psychology, Brands and branding