Brand Management: Research, Theory and Practice, 2nd Edition (Paperback) book cover

Brand Management

Research, Theory and Practice, 2nd Edition

By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre


296 pages | 57 B/W Illus.

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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 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.


‘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, USA

‘At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. This book superbly bridges the academic domain and enables practitioners use it to build brand equity.’ - Leslie de Chernatony, Birmingham University Business School, UK

‘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, USA and Thomas O'Guinn, University of Wisconsin, USA

‘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, UK

‘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, Denmark

Table of Contents

Part I: Setting the scene 1. Introduction 2. Overview: brand management 1985–2015 3. Taxonomy of brand management 1985–2015 Part II: Seven brand approaches 4. The economic approach 5. The identity approach 6. The consumer-based approach 7. The personality approach 8. The relational approach 9. The community approach 10. The cultural approach 11. Other categorizations of brand management 12. Keywords in brand management

About the Authors

Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School as well as institutions. Mogens Bjerre is an associate professor at Copenhagen Business School and has published widely in the areas of franchising, key account management, strategic relationship marketing and retailing.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General