Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre.

Format:

Book

Author/Creator:

Heding, Tilde, author.

Contributor:

Bjerre, Mogens, 1959-

Knudtzen, Charlotte F.

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Branding (Marketing).

Physical Description:

1 online resource (xiv, 307 pages)

Edition:

Second edition.

Place of Publication:

London ; New York : Routledge, 2016.

Language Note:

English

Summary:

For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT : RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.

Contents:

pt. 1. Setting the scene

pt. 2. Seven brand approaches

pt. 3. Other perspectives.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and indexes.

Description based on print version record.

ISBN:

1-317-61919-6

1-315-75279-4

1-317-61920-X

9781315752792

OCLC:

958095520