Description
Book SynopsisThis 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, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses 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.
Table of ContentsContents: Preface PART I: CONCEPTS AND FRAMEWORKS OF BRAND MANAGEMENT 1. Brand Attachment and a Strategic Brand Exemplar C. Whan Park, Deborah J. MacInnis and Joseph Priester 2. Brand Permission: A Conceptual and Managerial Framework Tom Meyvis and Ravi Dhar 3. When Brands Resonate Susan Fournier, Michael R. Solomon and Basil G. Englis 4. Brand Identity: The Guiding Star for Successful Brands Franz-Rudolf Esch PART II: MANAGERIAL CONCEPTS 5. Brand Investment and Shareholder Value Donald Sexton 6. Brand Convergence Dae Ryun Chang 7. Branding and Design Management Jordi Montaña, Francisco Guzmán and Isa Moll 8. Everybody’s Darling? The Target Groups of a Brand Anton Meyer, Benjamin Brudler and Christian Blümelhuber PART III: CONCEPTS AND FRAMEWORKS OF EXPERIENCE MANAGEMENT 9. A Framework for Managing Customer Experiences Bernd H. Schmitt 10. Some Issues Concerning the Concept of Experiential Marketing Rajagopal Raghunathan 11. Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer Experiences J. Josko Brakus PART IV: EMPIRICAL STUDIES AND SCALES FOR BRAND AND EXPERIENCE MANAGEMENT 12. The Effects of Incidental Brand Exposure on Consumption Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons 13. Experiential Attributes and Consumer Judgments J. Josko Brakus, Bernd H. Schmitt and Shi Zhang 14. A Literature Review of Consumer-Based Brand Scales Lia Zarantonello 15. The Role of Brand Naming in Branding Strategies: Insights and Opportunities Sanjay Sood and Shi Zhang PART V: PRACTITIONER PERSPECTIVES 16. Returns on Brand Investments: Maximizing Financial Returns from Brand Strategy Joanna Seddon 17. The Challenges of the Global Brand Hayes Roth 18. Why Does Branding Fail? Ten Barriers to Branding Noriyuki Nakai 19. Building a B2B Corporate Brand David L. Rogers Index
