This important "Handbook" explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers today, new research and conceptual frameworks for understanding and managing customer experiences, recent empirical research and scale development in both brand and experience management and articles by practitioners involved in brand and experience management, focusing on practical, managerial, and organizational best practices.The contributors comprise top marketing scholars and practitioners. They examine key topics such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming. Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.
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About the Author
Edited by Bernd H. Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School and Executive Director, Center on Global Brand Leadership and David L. Rogers, Director, Center on Global Brand Leadership, Columbia Business School, US
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David Rogers teaches at Columbia Business School, in New York City, where he is executive director of the Center on Global Brand Leadership. He speaks at conferences worldwide and has consulted and advised numerous companies and nonprofits, such as SAP, Eli Lilly, and Visa. He also plays the sax.
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Inside This Book
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cultural facet, brand driver, interpersonal cognition, evolutionary psychology, consumer motives, brand steering wheel, brand permission, new brand initiative, brand exemplar, lams pet insurance, brand convergence, parent brand name, experiential attributes, brand equity scale, deep cues, strategic experiential modules, midmarket customers, design management model, organizational resonance, sensory alternative, branding fail, affective contextual cue, brand attachment, meaning portfolio, brand extension evaluations Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Journal of Consumer Research, Journal of Marketing Research, Global Marketing, The Free Press, Guilford Press, Upper Saddle River, Journal of Brand Management, Journal of Consumer Psychology, Harvard Business Review, Red Cross, Hello Kitty, Business Week, Strategic Brand Management, North American, Prentice Hall, Journal of Advertising Research, Axel Hotel, Journal of Product Innovation Management, Marketing Science, Design Management Journal, American Marketing Association, Kogan Page, Apple Computers, Managing Brand Equity Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
cultural facet, brand driver, interpersonal cognition, evolutionary psychology, consumer motives, brand steering wheel, brand permission, new brand initiative, brand exemplar, lams pet insurance, brand convergence, parent brand name, experiential attributes, brand equity scale, deep cues, strategic experiential modules, midmarket customers, design management model, organizational resonance, sensory alternative, branding fail, affective contextual cue, brand attachment, meaning portfolio, brand extension evaluations Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Journal of Consumer Research, Journal of Marketing Research, Global Marketing, The Free Press, Guilford Press, Upper Saddle River, Journal of Brand Management, Journal of Consumer Psychology, Harvard Business Review, Red Cross, Hello Kitty, Business Week, Strategic Brand Management, North American, Prentice Hall, Journal of Advertising Research, Axel Hotel, Journal of Product Innovation Management, Marketing Science, Design Management Journal, American Marketing Association, Kogan Page, Apple Computers, Managing Brand Equity Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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