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…mehr
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
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. Branding the Entire Entity: Corporate branding 25. Branding in the Emerging Markets 26. Branding in the Base of the Pyramid: Bases for country and organizations in Ghana 27. Guinness in Africa: Contemporary branding at the base of the pyramid Section E: Branding Different Entities/Products 28. Branding Higher Education 29. Political Branding: The case of the Scottish referendum 2014 30. Arts Branding 31. From Nation to Neighbourhood: Branding and marketing places 32. The Challenges of Luxury Branding 33. Retail Branding 34. Service Branding: Enabling, making and delivering promises 35. Branding Financial Services 36. Branding in Sports 37. Franchise Brand Management from a Knowledge Perspective
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. Branding the Entire Entity: Corporate branding 25. Branding in the Emerging Markets 26. Branding in the Base of the Pyramid: Bases for country and organizations in Ghana 27. Guinness in Africa: Contemporary branding at the base of the pyramid Section E: Branding Different Entities/Products 28. Branding Higher Education 29. Political Branding: The case of the Scottish referendum 2014 30. Arts Branding 31. From Nation to Neighbourhood: Branding and marketing places 32. The Challenges of Luxury Branding 33. Retail Branding 34. Service Branding: Enabling, making and delivering promises 35. Branding Financial Services 36. Branding in Sports 37. Franchise Brand Management from a Knowledge Perspective
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