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

By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

For over 20 years, it's been argued that the emblem is a crucial worth writer and may as a result be a most sensible administration precedence. although, the definition of what a model is continues to be elusive.

This accomplished textbook offers the reader with an exhaustive research of the medical and paradigmatic methods to the character of name because it has constructed during the last two decades. Taking a multi-disciplinary method and providing an exhaustive research of brand name learn literature, it provides an intensive knowing of the managerial implications of those diverse ways to the administration of the brand.

Brand Mangement: learn, idea and Practice fills a spot out there, offering an figuring out of the way the character of name and the belief of the patron vary in those methods 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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Two approaches can be identified in this period of time: the community approach and the cultural approach. The community approach brings influences from anthropological consumption studies, socio-cultural influences and consumer empowerment. The cultural approach explores how brands are an inherent part of our culture and explains how playing an active role in mainstream culture can turn a brand into an icon. Hence, cultural and contextual influences add new perspectives to the discipline of brand management from 2000 to 2006.

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.

Brand identity Brand identity refers to the identity of the brand. There are many different perceptions of what the brand identity consists of. But the more common definition of brand identity is that it is; ‘a set of associations the brand strategist seek to create or maintain’ (Aaker and Joachimsthaler 2002, p. 43). The brand identity is hence Key words in brand management 13 something that the marketer ‘has’ as well as something he tries to create through the right brand strategy. The brand identity must express the particular vision and uniqueness of the brand – what the brand stands for basically, and the brand identity must be of a long-lasting or permanent nature.

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