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 logo is a vital worth author and may hence be a most sensible administration precedence. even though, the definition of what a model is continues to be elusive.

This accomplished textbook provides the reader with an exhaustive research of the clinical and paradigmatic methods to the character of name because it has built over the past 20 years. Taking a multi-disciplinary procedure and providing an exhaustive research of name learn literature, it provides a radical figuring out of the managerial implications of those assorted ways to the administration of the brand.

Brand Mangement: learn, conception and Practice fills a niche out there, supplying an figuring out of the way the character of brand name and the assumption of the patron fluctuate in those ways and gives in-depth perception into the outlet query of virtually each model administration direction: "What is a brand?"

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A. and Keller, K. L. (1990) ‘Consumer evaluations of brand extensions’, Journal of Marketing, 54 (1): 27–41 Abratt, R. (1989) ‘A new approach to the corporate image management process’, Journal of Marketing Management, 5 (1): 63–76 18 Setting the scene Balmer, J. M. T. and Greyser, S. T. (2003) Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate-level Marketing, London: Routledge Barrow, S. and Mosley, R. (2005),The Employer Brand: Bringing the Best of Brand Management to People at Work, Chichester: Wiley Chernatony, L.

The key for brand management when revitalizing a brand is always to start the process by identifying or reviving an existing brand vision and finding new and innovative ways of making that brand vision relevant once again for existing or new consumers. This book does not elaborate the topic, but we recommend chapter 11 in Kapferer (1997). Key words in brand management 15 Brand strategy The majority of brand management books feature generic ‘one size fits all’ guidelines for building a brand strategy.

37). The aim with the marketing mix concept is to understand how transactions are created and how these insights can be used to apply a more systematic management of marketing strategy and activities. Furthermore the objective with the marketing mix is, through analysis, to ensure profitable spending of marketing resources adhering not only to marketing, but also to other functions that have an influence on the effectiveness of the relation between the company and its markets. The marketing mix hence describes the function of the marketer as: the marketing man as an empiricist seeking in any situation to devise a profitable ‘pattern’ or ‘formula’ of marketing operations from among the many procedures and policies were open to him.

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