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.
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.
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
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
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