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

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By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

For over 20 years, it's been argued that the logo is a vital worth writer and will hence be a most sensible administration precedence. although, the definition of what a model is continues to be elusive.

This entire textbook offers the reader with an exhaustive research of the medical and paradigmatic ways to the character of name because it has built over the past two decades. Taking a multi-disciplinary method and providing an exhaustive research of name learn literature, it provides a radical figuring out of the managerial implications of those diversified methods to the administration of the brand.

Brand Mangement: examine, thought and Practice fills a spot out there, supplying an realizing of ways the character of name and the assumption of the patron vary in those techniques and provides in-depth perception into the hole query of just about each model administration direction: "What is a brand?"

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Extra resources for Brand Management: Research, Theory and Practice

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This means that transaction cost theory acknowledges that consumers are not able to have a complete overview of options and they are hence not able to make a perfect rationally based consumption decision, because they are not cognitively able to grasp all information about all available brand alternatives. Since consumers are constrained by limited cognitive capabilities which confine their ability to make rational consumption choices, it is crucial that the marketer facilitates transactions by providing the consumer with the right information about the product and about the product utility benefits, and ensures that the product itself is available at all relevant points of contact with the consumer.

And Schultz, M. (1997) ‘Relations between organizational culture, identity and image’, European Journal of Marketing, 31 (5–6): 356–65 Hatch, M. J. and Schultz, M. (2003) ‘Bringing the corporation into corporate branding’, European Journal of Marketing, 37 (7–8): 1041–64 Hill, S. and Lederer, C. (2001), The Infinite Asset, New York: McGraw-Hill Holt, D. B. (2004) How Brands become Icons: The Principles of Cultural Branding, Boston MA: Harvard Business School Press Ind, N. (2001) Living the Brand, London: Kogan Page Kapferer, J-N.

E. and Salzer-Morling, M. (eds) (2006) Brand Culture, London: Routledge Key words in brand management 19 Simon, C. J. 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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