Brand Management (2^nd Ed.) Research, Theory and Practice

For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive.

BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?'

This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.

Part I: Setting the scene  1. Introduction   2. Overview: brand management 1985–2015  3. Taxonomy of brand management 1985–2015  Part II: Seven 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. Other categorizations of brand management  12. Keywords in brand management

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 as well as institutions. Mogens Bjerre is an associate professor at Copenhagen Business School and has published widely in the areas of franchising, key account management, strategic relationship marketing and retailing.