Brand Management Products

  • The Art of Co-Branding

    From Artists to Celebrities, to NGO's, Museums, Territories and More, 1st Edition

    By Geraldine Michel, Reine Willing

    Co-branding is widely considered the art of the perfect match. This book is a guide to understanding the complex process of co-branding as well as it explaining the key factors of success to build this specific form of a partnership. This book gives tangible examples of partnerships between various…

    Paperback – 2019-07-30 
    Routledge

  • Intellectual Property Branding in the Developing World

    A New Approach to Non-Technological Innovations, 1st Edition

    By Tshimanga Kongolo

    Intellectual Property Branding in the Developing World identifies success stories in the areas of intellectual property (IP) and Branding for non-technological innovation in the developing world. The author examines the relationship between IP, branding and innovation to demonstrate that innovation…

    Hardback – 2019-06-18 
    Routledge
    Routledge Research in Intellectual Property

  • City Branding and Promotion

    The Strategic Approach, 1st Edition

    By Waldemar Cudny

    This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city…

    Hardback – 2019-05-15 
    Routledge
    Routledge Contemporary Perspectives on Urban Growth, Innovation and Change

  • Ethical Branding and Marketing

    Cases and Lessons, 1st Edition

    Edited by Hagai Gringarten, Raúl Fernández-Calienes

    Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and…

    Hardback – 2019-05-14 
    Routledge
    Routledge Advances in Management and Business Studies

  • Contemporary Consumer Culture Theory

    1st Edition

    Edited by John F. Sherry, Eileen M Fischer

    Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen…

    Paperback – 2019-04-15 
    Routledge

  • Perspectives on Purpose

    Leading Voices on Building Brands and Businesses for the Twenty-First Century, 1st Edition

    Edited by Nina Montgomery

    Perspectives on Purpose brings together industry leaders to advocate for a more human-centered and socially-conscious future for businesses. Sharing stories from their work at companies like Ben & Jerry’s, Sephora, Airbnb, Diageo, VF Corporation, and Hyatt, these authors demonstrate how…

    Paperback – 2019-02-28
    Routledge

  • Perspectives on Impact

    Leading Voices On Making Systemic Change in the Twenty-First Century, 1st Edition

    Edited by Nina Montgomery

    Perspectives on Impact brings together leaders from across sectors to reflect on our approaches to social change. Sharing diverse examples from their work, these authors show how we must think more systemically and work more collaboratively to move the needle on the biggest social, humanitarian,…

    Paperback – 2019-02-26
    Routledge

  • Country of Origin Effect

    Looking Back and Moving Forward, 1st Edition

    Edited by Isaac Cheah, Ian Phau, Gaetano Aiello

    This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for…

    Hardback – 2019-02-26
    Routledge

  • Strategic Brand Management in Higher Education

    1st Edition

    Edited by Bang Nguyen, T.C Melewar, Jane Hemsley-Brown

    University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher…

    Hardback – 2019-02-21
    Routledge
    Routledge Studies in Marketing

  • Celebrity, Convergence and Transformation

    1st Edition

    Edited by Douglas Brownlie, Paul Hewer, Finola Kerrigan

    Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and…

    Paperback – 2019-02-07
    Routledge
    Key Issues in Marketing Management

  • The Art of Plain Speaking

    How to Write and Speak in a Way that Will Impress the People that Matter, 1st Edition

    By Charlie Corbett

    After more than a decade working as an editor and journalist, Charlie Corbett took his first, tentative steps into the corporate world in 2012. And was appalled by what he found there: a confusing and nonsensical place, where common sense and basic humanity had been replaced by jargon, dehumanising…

    Hardback – 2018-12-20
    Routledge

  • The Political Economy of City Branding

    1st Edition

    By Ari-Veikko Anttiroiko

    Globalization affects urban communities in many ways. One of its manifestations is increased intercity competition, which compels cities to increase their attractiveness in terms of capital, entrepreneurship, information, expertise and consumption. This competition takes place in an asymmetric…

    Paperback – 2018-10-26
    Routledge

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