Brand Management: Research, theory and practice

...

Brand Management “Without question, branding is a complex management area that deserves study from a variety of different perspe ...

...

Brand Management Research, theory and practice Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre ...

First published 2009 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Ca ...

Contents List of illustrations vii List of tables x List of boxes xi Foreword Leslie de Chernatony xiii Preface xv Acknowledgeme ...

PART III Taxonomy 243 11 Taxonomy of brand management 1985–2006 245 Index 260 vi Contents ...

List of illustrations ...

...

...

...

...

1.1 The logic of the approach chapters 1.2 A readers’ guide 4.1 The brand–consumer exchange of the economic approach 4.2 Assump ...

Foreword Leslie de Chernatony Given the research I have undertaken over the years helping managers understand the nature of thei ...

...

Preface There are numerous strengths of this book. Firstly the authors have been very brave to take a recent time period, to div ...

and over again that corporations should make brand management a top priority in order to sharpen their competitive edge. That me ...

Acknowledgements First, we would like to thank Francesca Heslop and Simon Alexander, Commissioning Editors for Business and Mana ...

always straight path to my goals and dreams. Fulfilling this dream would never have been possible for me without the support, lo ...

Part I Setting the scene ...