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Viser: Brand Management - Research, Theory and Practice
Brand Management
Research, Theory and Practice
Tilde Heding, Mogens Bjerre og Charlotte F. Knudtzen
(2008)
Sprog: Engelsk
Detaljer om varen
- Paperback: 288 sider
- Udgiver: Taylor & Francis Group (December 2008)
- Forfattere: Tilde Heding, Mogens Bjerre og Charlotte F. Knudtzen
- ISBN: 9780415443272
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive.
This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand.
Brand Mangement: Research, Theory and Practicefills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
1. Introduction
2. Keywords in Brand Management
3. Overview Brand Management 1985 - 2006 Part 2: Seven 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 Part 3: Taxonomy
11. Taxonomy of Brand Management 1985 - 2006
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