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Informationen zum Autor Francesca Dall'Olmo Riley is Professor of Brand Management at Kingston Business School, UK. She has published in The Journal of Business Research, International Journal of Research in Marketing, Journal of Advertising Research and Journal of Marketing Management . She is Associate Editor of the Journal of Marketing Management . Jaywant Singh is Professor of Marketing at Kingston Business School, Kingston University London, UK. He has published, amongst others, in the Journal of Business Research, Marketing Letters, Journal of Advertising Research, Industrial Marketing Management , Journal of Business Ethics, and European Journal of Marketing . Charles Blankson (Ph.D. Kingston University, UK) is an Associate Professor of Marketing in the Department of Marketing, University of North Texas, Denton, Texas, USA. He has published in Journal of Advertising Research , Journal of Business Research , Industrial Marketing Management , Journal of Public Policy & Marketing. Klappentext 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 comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising. Zusammenfassung As the first comprehensive book on brand management, the book brings together original contributions from academics and professionals from around the world, on a wide range of branding and brand management issues. Essential reading for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing an Inhaltsverzeichnis Editors' Foreword Section A: What is a brand and how do we measure its market performance? 1. Brand Definitions and Conceptualisations: The debate 2. Measuring the Market Performance of Brands: Applications in brand management 3. Consumer Based Brand Equity 4. Brand Valuation: Principles, applications and latest developments 5. Brands and the Self 6. Brand and the Society 7. Dead Brand Walking: On the paradoxes and perversities of branding Section B: Strategic Brand Management 8. Brand Architecture Design and Brand Naming Decisions 9. Strategic Brand Alliances 10. Brand Extensions 11. A Brand Culture Perspective on Global Brands 12. Positioning a Brand 13. New Brands: Performance and measurement Section C: Managing Brand Communication 14. Brand Building via Integrated Marketing Communications 15. Sensory Aspects of Branding 16. Building Brand via Corporate Social Responsibility 17. Digital Branding and Analytics Section D: Branding to Different Audiences 18. Looking at the Future of B2B Branding 19. Towards a Better Understanding of the Ethical Brand and its Management 20. Not-for-Profit Branding 21. Strategic Employer Brands: Current domain, future directions 22. Internal Branding: Dissecting, re-analysing and re-directing the literature 23. Brand Culture, Halal and the Critical Islamic Imperative 24. B...
