Umfang:
XXXII, 583 Seiten
,
Diagramme
ISBN:
0415747902
,
9780415747905
Serie:
Routledge companions to business, management and accounting
Inhalt:
Editors' foreword -- Section A: What is a brand and how do we measure its market performance? -- Brand definitions and conceptualisations : the debate -- Measuring the market performance of brands : applications in brand management -- Consumer based brand equity -- Brand valuation: principles, applications and latest developments -- Brands and the self -- Brand and the society -- Dead brand walking: on the paradoxes and perversities of branding -- Section B: Strategic brand management -- Brand architecture design and brand naming decisions -- Strategic brand alliances -- Brand extensions -- A brand culture perspective on global brands -- Positioning a brand -- New brands : performance and measurement -- Managing brand communication -- Brand building via integrated marketing communications -- Sensory aspects of branding -- Building brand via corporate social responsibility -- Digital branding and analytics -- Branding to different audiences -- Looking at the future of B2B branding -- Towards a better understanding of the ethical brand and its management -- Not-for-profit branding -- Strategic employer brands : current domain, future directions -- Internal branding: dissecting, re-analysing and re-directing the literature -- Brand culture, halal and the critical Islamic imperative -- Branding the entire entity: corporate branding -- Branding in the emerging markets -- Branding in the base of the pyramid: bases for country and organizations in Ghana -- Guinness in Africa : contemporary branding at the base of the pyramid -- Section E: Branding different entities/products -- Branding higher education -- Political branding : the case of the Scottish referendum 2014 -- Arts branding -- From nation to neighbourhood : branding and marketing places -- The challenges of luxury branding -- Retail branding -- Service branding : enabling, making and delivering promises -- Branding financial services -- Branding in sports -- Franchise brand management from a knowledge perspective
Anmerkung:
Enthält 37 Beiträge
,
Includes bibliographical references and index
,
Editors' forewordSection A: What is a brand and how do we measure its market performance? -- Brand definitions and conceptualisations : the debate -- Measuring the market performance of brands : applications in brand management -- Consumer based brand equity -- Brand valuation: principles, applications and latest developments -- Brands and the self -- Brand and the society -- Dead brand walking: on the paradoxes and perversities of branding -- Section B: Strategic brand management -- Brand architecture design and brand naming decisions -- Strategic brand alliances -- Brand extensions -- A brand culture perspective on global brands -- Positioning a brand -- New brands : performance and measurement -- Managing brand communication -- Brand building via integrated marketing communications -- Sensory aspects of branding -- Building brand via corporate social responsibility -- Digital branding and analytics -- Branding to different audiences -- Looking at the future of B2B branding -- Towards a better understanding of the ethical brand and its management -- Not-for-profit branding -- Strategic employer brands : current domain, future directions -- Internal branding: dissecting, re-analysing and re-directing the literature -- Brand culture, halal and the critical Islamic imperative -- Branding the entire entity: corporate branding -- Branding in the emerging markets -- Branding in the base of the pyramid: bases for country and organizations in Ghana -- Guinness in Africa : contemporary branding at the base of the pyramid -- Section E: Branding different entities/products -- Branding higher education -- Political branding : the case of the Scottish referendum 2014 -- Arts branding -- From nation to neighbourhood : branding and marketing places -- The challenges of luxury branding -- Retail branding -- Service branding : enabling, making and delivering promises -- Branding financial services -- Branding in sports -- Franchise brand management from a knowledge perspective.
Weitere Ausg.:
ISBN 9781315796789
Weitere Ausg.:
Erscheint auch als Online-Ausgabe ISBN 9781315796789
Weitere Ausg.:
Erscheint auch als Online-Ausgabe The Routledge companion to contemporary brand management New York : Routledge, 2016 ISBN 9781315796789
Weitere Ausg.:
ISBN 9781317751564
Weitere Ausg.:
ISBN 9781317751571
Sprache:
Englisch
Fachgebiete:
Wirtschaftswissenschaften
Schlagwort(e):
Markenpolitik
;
Aufsatzsammlung
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