| Medienart |  [Stücktitel/Band] |
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| Art/Inhalt | Aufsatzsammlung |
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| Signatur | Wi 6-300-294 |
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| Titel | The Routledge companion to contemporary brand management / edited by Francesca Dall'Olmo Riley, Jaywant Singh and Charles Blankson |
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| Person | Dall'Olmo Riley, Francesca [Herausgeber/in]
Singh, Jaywant [Herausgeber/in]
Blankson, Charles [Herausgeber/in] |
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| Veröffentlichung | London ; New York : Routledge, Taylor & Francis Group, 2016 |
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| Umfang / Format | XXXII, 583 Seiten : Diagramme |
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| Anmerkungen | 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. |
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| Sprache | Englisch (Sprache des Textes) |
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| Land | USA ; Großbritannien |
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| ISBN | 0415747902
9780415747905
9781315796789
9781315796789 (Online-Ausgabe) |
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| Nummer | 9781315796789 (ISBN der Sekundärausgabe)
1620478870 (K10Plus-Nummer) |
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| Weitere Ausgabe | Erscheint auch als Online-Ausgabe: ¬The¬ Routledge companion to contemporary brand management / edited by Francesca Dall'Olmo Riley, Jaywant Singh and Charles Blankson. - New York, 2016 |
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| Schriftenreihe | (Routledge companions to business, management and accounting) |
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| Schlagwörter | Markenpolitik
Branding (Marketing) / Management
Internet marketing
Communication in marketing
Social responsibility of business
Markenführung |
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| Schlagwortfolge | Branding (Marketing) ; Management
39 <Sammelwerk>, Collection of articles of several authors |
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| Systematik | Allgemeine Betriebswirtschaftslehre > Aufbauelemente des Unternehmens > Absatz > Einzelne absatzpolitische Instrumente > QP 624 Produkt- und Sortimentsgestaltung |
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| Lokale Systematik | Wi 6-300 Absatzwirtschaft - Produktpolitik, Produktmanagement |
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| 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 |
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| Inhaltsverzeichnis | Inhaltsverzeichnis |
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