Download Brand Management: Research, Theory and Practice by Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre PDF

By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

For over 20 years, it's been argued that the logo is a vital price author and will for this reason be a most sensible administration precedence. notwithstanding, the definition of what a model is is still elusive.

This accomplished textbook offers the reader with an exhaustive research of the clinical and paradigmatic ways to the character of name because it has constructed over the past two decades. Taking a multi-disciplinary strategy and delivering an exhaustive research of brand name learn literature, it supplies an intensive realizing of the managerial implications of those diverse techniques to the administration of the brand.

Brand Mangement: study, concept and Practice fills a niche available in the market, offering an knowing of ways the character of brand name and the belief of the patron fluctuate in those ways and provides in-depth perception into the outlet query of virtually each model administration direction: "What is a brand?"

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And Highhouse, S. (2003) ‘The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer’, Personnel Psychology, 56 (1): 75–102 Lindemann, J. (2004) ‘Brand valuation’ in R. ), Brands and Branding, London: Economist Miles, S. J. and Mangold, G. (2004) ‘A conceptualization of the employee branding process’, Journal of Relationship Marketing, 3 (2–3): 65–88 Olins, W. (1990) The Wolff Olins Guide to Corporate Identity, London: Design Council Park, C. S. and Srinivasan, V.

The marketer (as corporation) is in charge of brand value creation. Processes of organizational culture and corporate construction of identity are key influences. 1993–1999: human/receiver focus The shift in attention towards the receiver of brand communication instigates a new period of time entirely different from the period 1985–93. New and groundbreaking research articles investigate the receiver of communication, and knowledge from different veins of human psychology are adapted to brand management theory.

And Sullivan, M. W. (1993) ‘The measurement and determinants of brand equity: a financial approach’, Marketing Science, 12 (1): 28–52 Vallaster, C. and de Chernatony, L. (2005), ‘Internalisation of services brands: the role of leadership during the internal brand building process’, Journal of Marketing Management, (21): 181–203 Wipperfürth, A. (2005) Brand Hijack: Marketing without Marketing, New York: Portfolio 3 Overview: brand management 1985–2006 Learning objectives The purpose of this chapter is to: Provide an overview of brand management • How brand management as a scientific discipline has evolved between 1985 and 2006 Provide insight into the different paradigms in brand management 1985–2006 • A positivist paradigm ruled brand management in the first period of time • An interpretive paradigm surfaced over the course of the 1990s Introduce the seven brand approaches • The reader is introduced to the seven brand approaches before they are explored more in detail in part II Understand three distinctly different periods of time • The overall evolution of brand management can be divided into three periods of time • Each period displays different approaches in brand management This chapter provides an overview of how brand management has developed from its first hesitant beginning in 1985 and onwards.

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