Handbook on Brand and Experience Management
Published on 28. December 2008
Book
Hardback
328 pages
978-1-84720-007-5 (ISBN)
Description
This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.The contributors comprise top marketing scholars and practitioners. They examine key topics such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming.
Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.
Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.
More details
Series
Language
English
Place of publication
Cheltenham
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 244 mm
Width: 169 mm
ISBN-13
978-1-84720-007-5 (9781847200075)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Edited by Bernd H. Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School and Executive Director, Center on Global Brand Leadership and David L. Rogers, Director, Center on Global Brand Leadership, Columbia Business School, US
Content
Contents:
Preface
PART I: CONCEPTS AND FRAMEWORKS OF BRAND MANAGEMENT
1. Brand Attachment and a Strategic Brand Exemplar
C. Whan Park, Deborah J. MacInnis and Joseph Priester
2. Brand Permission: A Conceptual and Managerial Framework
Tom Meyvis and Ravi Dhar
3. When Brands Resonate
Susan Fournier, Michael R. Solomon and Basil G. Englis
4. Brand Identity: The Guiding Star for Successful Brands
Franz-Rudolf Esch
PART II: MANAGERIAL CONCEPTS
5. Brand Investment and Shareholder Value
Donald Sexton
6. Brand Convergence
Dae Ryun Chang
7. Branding and Design Management
Jordi Montana, Francisco Guzman and Isa Moll
8. Everybody's Darling? The Target Groups of a Brand
Anton Meyer, Benjamin Brudler and Christian Bluemelhuber
PART III: CONCEPTS AND FRAMEWORKS OF EXPERIENCE MANAGEMENT
9. A Framework for Managing Customer Experiences
Bernd H. Schmitt
10. Some Issues Concerning the Concept of Experiential Marketing
Rajagopal Raghunathan
11. Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer Experiences
J. Josko Brakus
PART IV: EMPIRICAL STUDIES AND SCALES FOR BRAND AND EXPERIENCE MANAGEMENT
12. The Effects of Incidental Brand Exposure on Consumption
Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons
13. Experiential Attributes and Consumer Judgments
J. Josko Brakus, Bernd H. Schmitt and Shi Zhang
14. A Literature Review of Consumer-Based Brand Scales
Lia Zarantonello
15. The Role of Brand Naming in Branding Strategies: Insights and Opportunities
Sanjay Sood and Shi Zhang
PART V: PRACTITIONER PERSPECTIVES
16. Returns on Brand Investments: Maximizing Financial Returns from Brand Strategy
Joanna Seddon
17. The Challenges of the Global Brand
Hayes Roth
18. Why Does Branding Fail? Ten Barriers to Branding
Noriyuki Nakai
19. Building a B2B Corporate Brand
David L. Rogers
Index
Preface
PART I: CONCEPTS AND FRAMEWORKS OF BRAND MANAGEMENT
1. Brand Attachment and a Strategic Brand Exemplar
C. Whan Park, Deborah J. MacInnis and Joseph Priester
2. Brand Permission: A Conceptual and Managerial Framework
Tom Meyvis and Ravi Dhar
3. When Brands Resonate
Susan Fournier, Michael R. Solomon and Basil G. Englis
4. Brand Identity: The Guiding Star for Successful Brands
Franz-Rudolf Esch
PART II: MANAGERIAL CONCEPTS
5. Brand Investment and Shareholder Value
Donald Sexton
6. Brand Convergence
Dae Ryun Chang
7. Branding and Design Management
Jordi Montana, Francisco Guzman and Isa Moll
8. Everybody's Darling? The Target Groups of a Brand
Anton Meyer, Benjamin Brudler and Christian Bluemelhuber
PART III: CONCEPTS AND FRAMEWORKS OF EXPERIENCE MANAGEMENT
9. A Framework for Managing Customer Experiences
Bernd H. Schmitt
10. Some Issues Concerning the Concept of Experiential Marketing
Rajagopal Raghunathan
11. Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer Experiences
J. Josko Brakus
PART IV: EMPIRICAL STUDIES AND SCALES FOR BRAND AND EXPERIENCE MANAGEMENT
12. The Effects of Incidental Brand Exposure on Consumption
Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons
13. Experiential Attributes and Consumer Judgments
J. Josko Brakus, Bernd H. Schmitt and Shi Zhang
14. A Literature Review of Consumer-Based Brand Scales
Lia Zarantonello
15. The Role of Brand Naming in Branding Strategies: Insights and Opportunities
Sanjay Sood and Shi Zhang
PART V: PRACTITIONER PERSPECTIVES
16. Returns on Brand Investments: Maximizing Financial Returns from Brand Strategy
Joanna Seddon
17. The Challenges of the Global Brand
Hayes Roth
18. Why Does Branding Fail? Ten Barriers to Branding
Noriyuki Nakai
19. Building a B2B Corporate Brand
David L. Rogers
Index