Brand Management

The product and the brand, B. Gardner, S. Levy; humanistic advertising - a holistic cultural perspectives, J. Lannon, P. Cooper; divided by a common language - diversity and deception in the world of global marketing, M. Goodyear; categorizing brands - evolutionary process underpinned by two key dimensions, L. de Chernatony; brand consultants' perspectives on the concept of "the brand", L. de Chernatony, F. Dall'Olmo Riley; an exploration of branding in industrial markets, S.P. Mudambi et al; why we buy what we buy - a theory of consumption values, J. Sheth et al; laddering theory, method, analysis and interpretation, T. Reynolds, J. Gutman; the value concept and relationship marketing, A. Ravald, C. Gronroos; building your company's vision. J. Collins, J. Porras; from value chain to value constellation - designing interactive strategy, R. Norman, R. ramirez; the brand management odyssey, L. de Chernatony; corporate branding and connoisseurship, J. Balmer; hedonic consumption - emerging concepts, methods and propositions, E. Hirshcman, M. Holbrrok; brand versus private labels - fighting to win, J. Quelch, D. Harding; stealing brand equity - measuring perceptual confusion between national brands and "copycat" own-label products, J.N. Kapferer; strategic brand concept - image management, C. Park, et al; brand chartering - getting a common understanding of the brand, H. Rubinstein; a brand with an attitude - a suitable case for treatment, M. Blackston; the myth at the heart of the brand - in the big brand challenge, S. Alexander; the brand name development process, D. Shipley et al; brand extensions - the good, the bad and the ugly, D. Aaker; international branding - demand or supply-driven opportunity? L. de Chernatony; brands, brand management and the brand manager system - a critical-historical evaluation, G. Low, R. Fullerton; what is brand equity anyway, and how do you do measure? P. Feldwick.