Download Brand Management: Research, Theory and Practice by Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre PDF

By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

For over twenty years, it's been argued that the emblem is a crucial price author and will accordingly be a most sensible administration precedence. besides the fact that, the definition of what a model is continues to be elusive.

This complete textbook provides the reader with an exhaustive research of the medical and paradigmatic ways to the character of name because it has built during the last 20 years. Taking a multi-disciplinary strategy and supplying an exhaustive research of brand name study literature, it can provide a radical realizing of the managerial implications of those assorted methods to the administration of the brand.

Brand Mangement: learn, concept and Practice fills a spot available in the market, offering an knowing of ways the character of brand name and the assumption of the shopper vary in those techniques and gives in-depth perception into the outlet query of virtually each model administration path: "What is a brand?"

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Extra info for Brand Management: Research, Theory and Practice

Example text

If a brand is extended to a product category or to clients in a way that does not at all consider the core of the original brand, both brands risk dilution. We do not address the subject in this book: excellent treatments can be found in Kapferer (1997), chapter 8 and Keller (2003), chapter 12. Brand genealogy A genealogist goes back in history, uncovers family histories and constructs family trees. Brand genealogy is a managerial mindset introduced in the cultural branding model (Holt 2004) where the brand manager goes back and uncovers the brand’s history.

1985–1992: company/sender focus In the infancy of brand management, the research focuses on the company as sender of brand communication. This focus forms the background of the two first approaches in brand management; the economic approach and the identity approach. The research of the economic approach is centered on the possibilities of the company to manage the brand via the marketing mix elements: product, placement, price and promotion, and how these factors can be manipulated to affect consumer brand choice.

The communication between the brand and the consumer is perceived to be linear and rather functional, because once a certain frame has been set by the marketer it is expected that consumers will respond with a certain brand choice behaviour. Consumption is hence perceived to be the result of consumers’ insatiable desire for goods and services and is not influenced by social interaction, culture or the well-being of others. This is why very rational factors like awareness, price and income are perceived to be key factors in the economic approach when consumers make consumption choices.

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