Tilde Heding (Denmark Copenhagen Business School), Charlotte F. Knudtzen (Denmark Copenhagen Business School), Mogens Bjerre (Denmark Copenhagen Business School)

Brand Management

Mastering Research, Theory and Practice

• Gebundenes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 3 ed
• Seitenzahl: 338
• Erscheinungstermin: 28. Mai 2020
• Englisch
• Abmessung: 180mm x 252mm x 29mm
• Gewicht: 750g
• ISBN-13: 9780367172572
• ISBN-10: 0367172577
• Artikelnr.: 62765210

Autorenporträt

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.

Inhaltsangabe

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