Brand management
Author(s)
Bibliographic Information
Brand management
（The International library of management / series editor, Keith Bradley）
Ashgate, c1998
Available at / 61 libraries
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
This work seeks to synthesize some of the key issues in brand management, overview some of the evolving findings and highlight the contribution that each of the selected papers in the book has made in advancing knowledge about brand management.
Table of Contents
- The product and the brand, B. Gardner, S. Levy
- humanistic advertising - a holistic cultural perspectives, J. Lannon, P. Cooper
- divided by a common language - diversity and deception in the world of global marketing, M. Goodyear
- categorizing brands - evolutionary process underpinned by two key dimensions, L. de Chernatony
- brand consultants' perspectives on the concept of "the brand", L. de Chernatony, F. Dall'Olmo Riley
- an exploration of branding in industrial markets, S.P. Mudambi et al
- why we buy what we buy - a theory of consumption values, J. Sheth et al
- laddering theory, method, analysis and interpretation, T. Reynolds, J. Gutman
- the value concept and relationship marketing, A. Ravald, C. Gronroos
- building your company's vision. J. Collins, J. Porras
- from value chain to value constellation - designing interactive strategy, R. Norman, R. ramirez
- the brand management odyssey, L. de Chernatony
- corporate branding and connoisseurship, J. Balmer
- hedonic consumption - emerging concepts, methods and propositions, E. Hirshcman, M. Holbrrok
- brand versus private labels - fighting to win, J. Quelch, D. Harding
- stealing brand equity - measuring perceptual confusion between national brands and "copycat" own-label products, J.N. Kapferer
- strategic brand concept - image management, C. Park, et al
- brand chartering - getting a common understanding of the brand, H. Rubinstein
- a brand with an attitude - a suitable case for treatment, M. Blackston
- the myth at the heart of the brand - in the big brand challenge, S. Alexander
- the brand name development process, D. Shipley et al
- brand extensions - the good, the bad and the ugly, D. Aaker
- international branding - demand or supply-driven opportunity? L. de Chernatony
- brands, brand management and the brand manager system - a critical-historical evaluation, G. Low, R. Fullerton
- what is brand equity anyway, and how do you do measure? P. Feldwick.
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