Brand Management

📕 286 Pages  💼 1.97 MB  📆 2008  🇺🇸 English  ⬇️ 23,566 Downloads  ✍️ by  ⭐️ 4.21 (92,785 ratings) |

Brand Management

Brand Management Research, Theory and Practice

“ Every block of stone has a statue inside it and it is the task of the sculptor to discover it. ” ― Michelangelo

Product Details

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.

Product Features

  •  Paperback | 296 pages
  •  156 x 234 x 17.27mm | 476g
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  •  
  •  ROUTLEDGE
  •  London, United Kingdom
  • English
  •  New edition
  •  2nd New edition
  •  57 Line drawings, black and white; 20 Tables, black and white; 57 Illustrations, black and white
  •  113880469X
  •  9781138804692
  • 647,021
June 29, 2020

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