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 |106 pages
What is a brand and how do we measure its market performance?
part |91 pages
Strategic brand management
part |70 pages
Managing brand communication
part |135 pages
Branding to different audiences
part |162 pages
Branding different entities/products