ENGLISH

Brand Management: Research, Theory and Practice

By Tilde Heding

Book information

Publisher
Routledge
Year
2009
ISBN
9780203996171, 0203996178
LCC
HD69.B7 H43 2008
Open Library ID
OL21097088M
Language
english
Format
PDF
Filesize
6 MB (5825629 bytes)
Pages
687\687
Topic
Business Management
Time added
2010-08-30 15:18:36

Description

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 Practice fills 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?"

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