Brand Management: Research, Theory and Practice

by Heding; Tilde

• ISBN13: 9780415443272
• ISBN10: 041544327X
• Format: Nonspecific Binding
• Copyright: 2009-02-20
• Publisher: Routledge

Summary

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?"

Author Biography

Tilde Heding and Charlotte F. Knudtzen both lecture in strategic brand management at Copenhagen Business School. Tilde and Charlotte have published widely, while also running their own brand management consultancy. Heding Knudtzen. Mogens Bjerre is associate professor of Marketing at Copenhagen Business School. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.

Table of Contents

List of illustrations	p. vii
List of tables	p. x
List of boxes	p. xi
Foreword Leslie de Chernatony	p. xiii
Preface	p. xv
Acknowledgements	p. xvii
Setting the scene	p. 1
Introduction	p. 3
Key words in brand management	p. 9
Overview: brand management 1985-2006	p. 20
Seven brand approaches	p. 27
The economic approach	p. 29
The identity approach	p. 47
The consumer-based approach	p. 83
The personality approach	p. 116
The relational approach	p. 151
The community approach	p. 181
The cultural approach	p. 207
Taxonomy	p. 243
Taxonomy of brand management 1985-2006	p. 245
Index	p. 260
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