Brand management / guest editors: Leslie de Chematony ... [et. al.].

Format:

Book

Contributor:

De Chernatony, L. (Leslie)

Series:

European journal of marketing ; v. 42, no. 5/6.

European journal of marketing ; v. 42, no. 5/6

Language:

English

Subjects (All):

Branding (Marketing)--Management.

Branding (Marketing).

Marketing.

Physical Description:

1 online resource (185 p.)

Edition:

1st ed.

Place of Publication:

Bradford : Emerald, 2008.

Language Note:

English

Summary:

This e-book on Brand Management presents papers from two branding events in 2006; both the Thought Leaders International Conference on Brand Management, and The 2nd Academy of Marketing International Brand and Corporate Reputation Special Interest Group Colloquium. The papers aim to provoke new ideas on brand, corporate identity and reputation and to stimulate views on the epistemological foundations, the interpretations of the interrelationships and other substantial issues in this area.

Contents:

Cover; CONTENTS; EDITORIAL REVIEW BOARD; Guest editorial; Principles of corporate rebranding; Positive and negative brand beliefs and brand defection/uptake; Who's who in brand communities - and why?; The attractiveness and connectedness of ruthless brands: the role of trust; Provenance associations as core values of place umbrella brands; Children's use of brand symbolism; Alternative perspectives on marketing and the place brand; Consumer perceptions of brand architecture in financial services; Employer branding and its influence on managers

Desired and perceived identities of fashion retailersUndesired self-image congruence in a low-involvement product context

Notes:

Description based upon print version of record.

Includes bibliographical references.

ISBN:

1-281-76081-1

9786611760816

1-84663-843-7

OCLC:

560624177