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Brand Management: Mastering Research, Theory and Practice

As an aspiring brand manager, I found this book to be invaluable in providing a comprehensive understanding of brand management. It covers a wide range of topics, offering both theoretical knowledge and practical insights. The content is well-organized and easy to follow, making it suitable for both beginners and experienced professionals in the field.

The book’s emphasis on research is one of its greatest strengths. It delves deep into various research methods and techniques that can be used to gather valuable consumer insights. The authors provide real-life examples and case studies, which help illustrate the practical application of these research methods. This makes it easier for readers to implement the learnings in their own brand management strategies.

Another highlight of this book is its focus on theory. It explores different theories and models related to brand management, such as the brand equity model and the brand positioning model. Each theory is explained in a clear and concise manner, with relevant examples to enhance understanding. The book also explores how these theories can be applied to real-world scenarios, making it a useful resource for anyone looking to enhance their brand management skills.

In addition to research and theory, the book also covers various practical aspects of brand management. It discusses the creation and execution of effective brand strategies, brand identity development, and brand communication strategies. It provides valuable insights into how brand managers can effectively work with advertising agencies and other stakeholders to build and maintain a strong brand presence in the market.

Conclusion:

Overall, “Brand Management: Mastering Research, Theory and Practice” is a must-read for anyone involved in brand management. It offers a comprehensive overview of the subject, covering all the key aspects necessary for successful brand management. Whether you are a seasoned professional or just starting out, this book will provide you with valuable knowledge and practical insights to excel in your role as a brand manager.

FAQs:

Q: Is this book suitable for beginners?
A: Yes, this book is suitable for both beginners and experienced brand managers. The content is well-organized and easy to understand, making it accessible to readers of all levels.

Q: Does the book provide practical examples?
A: Yes, the book provides numerous real-life examples and case studies to illustrate the application of various brand management concepts in practice.

Q: Is the book up-to-date with current trends in brand management?
A: Yes, the book covers contemporary topics and trends in brand management. It presents the latest research and industry insights to ensure that readers have the most up-to-date information.

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the ‘quick fixes’ of branding, it offers a comprehensive overview of brand management theories from the last 35 years.

A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time.

Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

Publisher ‏ : ‎ Routledge; 3rd edition (29 May 2020)
Language ‏ : ‎ English
Paperback ‏ : ‎ 338 pages
ISBN-10 ‏ : ‎ 0367172585
ISBN-13 ‏ : ‎ 978-0367172589
Dimensions ‏ : ‎ 17.4 x 1.96 x 24.6 cm

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