Brand Management: Research, Theory and Practice

by Tilde Heding, Mogens Bjerre, Charlotte F. Knudtzen

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 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 "What is a brand?"

Genres: Business

288 pages, Paperback

First published December 1, 2008

Reviews

[Theis Schæfer · Rating 5 out of 5]

Maybe the best textbook on Brand Management. I love the fundamental "kuhnian" structure of dividing brand strategy into 8 different approaches/schools. It makes so much sense!