Brand Management: Research, Theory and Practice, Routledge, 2015, 2nd. edition.
This comprehensive second edition offers an exhaustive scientific analysis of seven approaches to brand management studied and used in practice over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of each of the seven brand perspectives: Economic, Identity, Consumer-based, Personality, Relational, Community and Cultural approaches to brand management.
“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
“Like any strong brand this book provides a smart, unique and holistic perspective on brand management. It elevates branding from a marketing concept to a strategic discipline that impacts the entire organization.” Sara Riis-Carstensen, Head of Global Brand Development, LEGO Group
Contributed with the chapter: Using the Dynamic Paradigm Funnel to analyse Brand Management, Wiley.
This book combines the fields of marketing and innovation management, acknowledging that marketing plays an important and proactive role in radical product, brand and market innovation processes. Structured around two key themes – ‘Knowledge, Processes and Capabilities for Market Creation’ and ‘Co-Creation of Meaningful Experiences with Customers’, this book fills an important gap in the market.
Brand Management: Research, Theory and Practice, Routledge, 1, edition
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 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.
“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 equity.” – Leslie De Chernatony
“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 textbook provides a welcome and invaluable resource for thoughtful students, scholars and practitioners who want to fully understand branding and brand management.” – Kevin Lane Keller