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The Routledge Companion to Contemporary Brand Management
DOI link for The Routledge Companion to Contemporary Brand Management
The Routledge Companion to Contemporary Brand Management book
The Routledge Companion to Contemporary Brand Management
DOI link for The Routledge Companion to Contemporary Brand Management
The Routledge Companion to Contemporary Brand Management book
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ABSTRACT
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.
Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges.
Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
TABLE OF CONTENTS
part |2 pages
PART I What is a brand and how do we measure its market performance?
chapter 2|19 pages
Measuring the market performance of brands: applications in brand management
chapter 4|20 pages
Brand valuation: principles, applications and latest developments
part |2 pages
PART II Strategic brand management
chapter 8|11 pages
Brand architecture design and brand naming decisions
chapter 9|16 pages
Strategic brand alliances: research advances and practical applications
chapter 11|11 pages
A brand culture perspective on global brands
part |2 pages
PART III Managing brand communication
chapter 16|27 pages
Building brands via corporate social responsibility
part |2 pages
PART IV Branding to different audiences
chapter 19|14 pages
Towards a better understanding of the ethical brand and its management
chapter 21|15 pages
Strategic employer branding: current domain, future directions
chapter 22|14 pages
Internal branding: dissecting, re-analysing and re-directing the literature
chapter 26|13 pages
Branding in the base of the pyramid: bases for country and organizations in Ghana
part |2 pages
PART V Branding different entities/products