Welcome
This companion website provides an array of supplementary materials to accompany Brand Management - Research, Theory and Practice, 2nd edition by Tilde Heding, Charlotte Knudtzen and Mogens Bjerre.
The Student Resources include:
- Further reading
- Flash cards to test definitions of key terms
- Student quizzes with multiple-choice questions
- Links to a Pinterest profile featuring a wide selection of visuals and case examples. The profile is updated continuously to keep the examples fresh and relevant
In addition, the Instructor Resources include:
- A PowerPoint presentation for each chapter, which can be used to support lectures. The presentations can be edited and customized and the many Pinterest case examples makes it easy to add relevant examples
- A set of “Discussion Points” (In-class discussions as well as between-classes questions)
- Links to a Pinterest profile featuring a wide selection of visuals and case examples. The profile is updated continuously to keep the examples fresh and relevant. The profile makes it easy to find visual examples that suit your teaching preferences and add them to the PowerPoint presentations
About the book
For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. Brand Management: Research, Theory and Practice fills a gap in the market, providing an understanding of different ‘schools of thought’ in brand management and offers deep insight into the opening question of almost every brand management course: ‘What is a brand?’
This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
Key features
- A unique overview of the many streams of literature in brand management
- A systematic structure enabling students to make one-to-one comparisons
- A clarification of the many brand perspectives and consumer perspectives at play
- A clarification of the many methods applied to do the proper research
- A theoretical tour de force through 30 years of brand management
- The strict structure and the accessible language make the book an easy read
- The accompanying website makes repetition fun and easy
- The accompanying Pinterest profile makes relating theory to practice fun and inspiring
Endorsements:
"Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multidisciplinary approach, this book provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management."
Kevin Lane Keller, Tuck School of Business, Dartmouth College
"At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity."
Leslie de Chernatony, Aston Business School, Aston University
"We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches as well as the four layers within each approach."
Albert M. Muñiz, Jr., DePaul University and Thomas O'Guinn, University of Wisconsin
"The theory of branding is an exciting but complex field, and this is the perfect guide - it's accessible, comprehensive, brilliantly structured, and bang up-to-date."
Robert Jones, Head of New Thinking, Wolff Olins and Visiting Professor, UEA
"Like any strong brand this book provides a smart, unique and holistic perspective on brand management. It elevates branding from a marketing concept to a strategic discipline that impacts the entire organization."
Sara Riis-Carstensen, Head of Global Brand Development, LEGO Group
