Brand Management: Mastering Research, Theory and Practice 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.
A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought - offering depth, breadth and precision to one of the most elusive management disciplines of our time.
Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.
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.
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
"Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multidisciplinary approach, this book provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management." - Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA
"At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity." - Leslie de Chernatony, Aston Business School, Aston University, UK
"We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches as well as the four layers within each approach." - Albert M. Muniz, Jr., DePaul University, USA, and Thomas O'Guinn, University of Wisconsin, USA
"The theory of branding is an exciting but complex field, and this is the perfect guide - it's accessible, comprehensive, brilliantly structured, and bang up-to-date." - Robert Jones, Head of New Thinking, Wolff Olins and Visiting Professor, UEA, UK