Brand Management: Research, Theory and Practice

3.81 avg rating
( 16 ratings by Goodreads )
 
9781138804692: Brand Management: Research, Theory and Practice
View all copies of this ISBN 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 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.

"synopsis" may belong to another edition of this title.

About the Author:

Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School as well as institutions. Mogens Bjerre is an associate professor at Copenhagen Business School and has published widely in the areas of franchising, key account management, strategic relationship marketing and retailing.

Review:

‘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 book provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management.’ - Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA

‘At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. This book superbly bridges the academic domain and enables practitioners use it to build brand equity.’ - Leslie de Chernatony, Birmingham University Business School, UK

‘We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches as well as the four layers within each approach.’ - Albert M. Muñiz, Jr., DePaul University, USA and Thomas O'Guinn, University of Wisconsin, USA

‘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, UK

‘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, Denmark

"About this title" may belong to another edition of this title.

Buy New View Book
List Price: US$ 68.95
US$ 47.59

Convert currency

Shipping: FREE
From India to U.S.A.

Destination, rates & speeds

Add to Basket

Other Popular Editions of the Same Title

9781138804685: Brand Management: Research, Theory and Practice

Featured Edition

ISBN 10:  1138804681 ISBN 13:  9781138804685
Publisher: Routledge, 2015
Hardcover

Top Search Results from the AbeBooks Marketplace

1.

Tilde Heding
ISBN 10: 113880469X ISBN 13: 9781138804692
New Quantity Available: 2
Seller:
firstbookstore
(New Delhi, India)
Rating
[?]

Book Description Condition: Brand New. Brand New Original US Edition, Perfect Condition. Printed in English. Excellent Quality, Service and customer satisfaction guaranteed!. Seller Inventory # AINDN-39798

More information about this seller | Contact this seller

Buy New
US$ 47.59
Convert currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, rates & speeds

2.

Tilde Heding
ISBN 10: 113880469X ISBN 13: 9781138804692
New Quantity Available: 5
Seller:
Bookshub
(Karol Bagh, India)
Rating
[?]

Book Description Condition: New. New. US edition. Perfect condition. Customer satisfaction our priority. Seller Inventory # ABE-OCT-56924

More information about this seller | Contact this seller

Buy New
US$ 48.11
Convert currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, rates & speeds

3.

Tilde Heding
ISBN 10: 113880469X ISBN 13: 9781138804692
New Quantity Available: 5
Seller:
EBOOKSTORE2010
(New Delhi, ND, India)
Rating
[?]

Book Description Condition: Brand New. New. US edition. Customer Satisfaction guaranteed!!. Seller Inventory # SHUB56924

More information about this seller | Contact this seller

Buy New
US$ 48.16
Convert currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, rates & speeds

4.

Mogens Bjerre, Tilde Heding, Charlotte F. Knudtzen
Published by Taylor & Francis Ltd, United Kingdom (2016)
ISBN 10: 113880469X ISBN 13: 9781138804692
New Paperback Quantity Available: 10
Seller:
Book Depository International
(London, United Kingdom)
Rating
[?]

Book Description Taylor & Francis Ltd, United Kingdom, 2016. Paperback. Condition: New. 2nd New edition. Language: English. Brand new Book. 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 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. Seller Inventory # AA69781138804692

More information about this seller | Contact this seller

Buy New
US$ 50.54
Convert currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, rates & speeds

5.

Tilde Heding
ISBN 10: 113880469X ISBN 13: 9781138804692
New Quantity Available: 2
Seller:
Romtrade Corp.
(STERLING HEIGHTS, MI, U.S.A.)
Rating
[?]

Book Description Condition: New. Brand New Original US Edition.We Ship to PO BOX Address also. EXPEDITED shipping option also available for faster delivery.This item may ship fro the US or other locations in India depending on your location and availability. Seller Inventory # AUSBNN-39798

More information about this seller | Contact this seller

Buy New
US$ 50.83
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

6.

Tilde Heding
ISBN 10: 113880469X ISBN 13: 9781138804692
New Quantity Available: 5
Seller:
Basi6 International
(Irving, TX, U.S.A.)
Rating
[?]

Book Description Condition: Brand New. New, US edition. Excellent Customer Service. Seller Inventory # ABEUSAOCT18-56924

More information about this seller | Contact this seller

Buy New
US$ 50.85
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

7.

Tilde Heding, Mogens Bjerre, Charlotte F. Knudtzen
Published by Taylor & Francis Ltd, United Kingdom (2015)
ISBN 10: 113880469X ISBN 13: 9781138804692
New Paperback Quantity Available: 10
Seller:
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description Taylor & Francis Ltd, United Kingdom, 2015. Paperback. Condition: New. 2nd New edition. Language: English. Brand new Book. 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 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. Seller Inventory # AA69781138804692

More information about this seller | Contact this seller

Buy New
US$ 51.84
Convert currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, rates & speeds

8.

Tilde Heding; Charlotte F. Knudtzen; Mogens Bjerre
ISBN 10: 113880469X ISBN 13: 9781138804692
New Quantity Available: 3
Seller:
Speedy Hen LLC
(Sunrise, FL, U.S.A.)
Rating
[?]

Book Description Condition: New. Bookseller Inventory # ST113880469X. Seller Inventory # ST113880469X

More information about this seller | Contact this seller

Buy New
US$ 54.01
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

9.

Tilde Heding (author), Charlotte F. Knudtzen (author), Mogens Bjerre (author)
Published by Taylor and Francis 2015-11-24, London (2015)
ISBN 10: 113880469X ISBN 13: 9781138804692
New paperback Quantity Available: > 20
Seller:
Blackwell's
(Oxford, OX, United Kingdom)
Rating
[?]

Book Description Taylor and Francis 2015-11-24, London, 2015. paperback. Condition: New. Seller Inventory # 9781138804692

More information about this seller | Contact this seller

Buy New
US$ 45.87
Convert currency

Add to Basket

Shipping: US$ 9.83
From United Kingdom to U.S.A.
Destination, rates & speeds

10.

Tilde Heding; Charlotte F. Knudtzen; Mogens Bjerre
ISBN 10: 113880469X ISBN 13: 9781138804692
New Quantity Available: 4
Seller:
Majestic Books
(London, ,, United Kingdom)
Rating
[?]

Book Description Condition: New. pp. 288. Seller Inventory # 373709041

More information about this seller | Contact this seller

Buy New
US$ 48.61
Convert currency

Add to Basket

Shipping: US$ 7.21
From United Kingdom to U.S.A.
Destination, rates & speeds

There are more copies of this book

View all search results for this book