Brand Management: Research, theory and practice

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1 Introduction Branding is the talk of the town. Corporations spend millions planning and imple- menting brand activities. New r ...

literature that has shaped the field of brand management since the mid-1980s. The analysis has been conducted using a methodolog ...

methods/data. The three ‘scientific layers’ (assumptions, theories and methods/data) add up to managerial implications. The stru ...

6 Setting the scene enable them to create splendid customized brand management strategies and that this somewhat different appro ...

strategy. Being familiar with these elements is essential when reading the seven approach chapters, since each approach implies ...

Kapferer, J-N. (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, London: Kogan Page Keller, K. ...

2 Key words in brand management This chapter introduces the reader to key words often used in brand management; it does not offe ...

of the brand and would hence result in seven different definitions. We will therefore not give any definite brand definitions, b ...

Brand culture Brand culture is a term that has been increasingly used over the last few years. It sometimes refers to the organi ...

allowed. We believe that finding the right brand essence requires insight into as many facets of the brand as the seven approach ...

something that the marketer ‘has’ as well as something he tries to create through the right brand strategy. The brand identity m ...

segmentation and product versus corporate branding. Brand Management: Research, Theory and Practicedoes not touch upon this subj ...

Brand strategy The majority of brand management books feature generic ‘one size fits all’ guide- lines for building a brand stra ...

Co-branding Co-branding occurs when two or more brands are combined in a joint product or brand. This phenomenon is also called ...

Product brand A product brand is a brand linked to the product and not to the corporation and describes a situation where each i ...

Balmer, J. M. T. and Greyser, S. T. (2003) Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Bra ...

Simon, C. J. and Sullivan, M. W. (1993) ‘The measurement and determinants of brand equity: a financial approach’, Marketing Scie ...

3 Overview: brand management 1985–2006 This chapter provides an overview of how brand management has developed from its first he ...

The seven approaches can be seen as links in a continuous evolution that slowly but surely has changed the field of brand manage ...