ABSTRACT
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
TABLE OF CONTENTS
section Section I|8 pages
Overview
section Section II|102 pages
Managing and Leveraging Brands
section Section III|46 pages
Cultural, Sociological, and Global Branding Perspectives
section Section IV|74 pages
New Directions in Measurement of Brand Equity
section Section V|62 pages
Protecting Brands