Bjerre Mogens Heding Tilde Knudtzen Charlotte F. - Brand management: theory and practice

Brand Management

Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook 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 at Dartmouth

At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity.

Leslie de Chernatony, Birmingham University Business School

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 to the four layers within each approach.

Albert M. Muniz, Jr., DePaul University and Thomas C. OGuinn, University of Wisconsin

For over two decades it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive.

This comprehensive book presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multidisciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand.

Brand Management: Research, theory and practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches, and offers in-depth insight into the opening question of almost every brand management course: What is a brand?

Tilde Heding and Charlotte F. Knudtzen both lecture in strategic brand management at Copenhagen Business School. Tilde and Charlotte have published widely, while also running their own brand management consultancy, Heding & Knudtzen. Mogens Bjerre is associate professor of Marketing at Copenhagen Business School. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.

Brand Management

Research, theory and practice

Tilde Heding , Charlotte F. Knudtzen
and Mogens Bjerre

LONDON AND NEW YORK

First published 2009 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Simultaneously published in the USA and Canada
by Routledge
270 Madison Ave, New York, NY 10016

Routledge is an imprint of the Taylor & Francis Group, an informa business

This edition published in the Taylor & Francis e-Library, 2008.

To purchase your own copy of this or any of Taylor & Francis or Routledges collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.

2009 Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloguing in Publication Data

Library of Congress Cataloging-in-Publication Data
Heding, Tilde.

Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre.
p. cm.

ISBN 9780415443265 (hbk.) ISBN 9780415443272 (pbk.) ISBN 9780203996171 (ebook) 1. Brand name productsManagement. 2. Branding (Marketing) I. Knudtzen, Charlotte F. II. Bjerre, Mogens, 1959- III. Title.
HD69.B7H43 2008
658.8 27dc22
2008021896

ISBN13: 978-1-134-06828-9 ePub ISBN

ISBN10: 0-415-44326-1 (hbk)

ISBN10: 0-415-44327-X (pbk)

ISBN10: 0-203-99617-8 (ebk)

ISBN13: 978-0-415-44326-5 (hbk)

ISBN13: 978-0-415-44327-2 (pbk)

ISBN13: 978-0-203-99617-1 (ebk)

Contents

List of illustrations

1.1	The logic of the approach chapters
1.2	A readers guide
4.1	The brandconsumer exchange of the economic approach
4.2	Assumptions of the economic approach
4.3	Supporting themes of the economic approach
4.4	Core theme and supporting themes of the economic approach
4.5	Theoretical building blocks of the economic approach
4.6	Relation between price and demand
4.7	Methods and data of the economic approach
5.1	Sources of brand identity
5.2	Assumptions of the identity approach
5.3	Supporting themes of the identity approach
5.4	Brand identity: the core theme and alignment frameworks of the identity approach
5.5	Alignment of the strategic stars of brand identity
5.6	Theory of the identity approach
5.7	Manifestations of organizational identity (culture)
5.8	Methods and data of the identity approach
5.9	Drivers of the alignment process of brand identity
5.10	Managerial implications of the identity approach
6.1	The brand resides in the mind of the consumer
6.2	The computer is the central metaphor of man in cognitive psychology
6.3	Assumptions of the consumer-based approach
6.4	Supporting themes and the core themes of the consumer-based approach
6.5	Simple associative network spreading from the node Volkswagen
6.6	The three forms of cognition applied to brands
6.7	Dimensions of brand knowledge
6.8	Associations spreading from the node Seven up
6.9	Seven up brand associations adapted to the customer-based brand equity framework
6.10	Theory of the consumer-based approach
6.11	Methods and data of the consumer-based approach
6.12	Dualistic mechanisms of the consumer-based approach influencing the managerial implications
6.13	Managerial implications of the consumer-based approach
7.1	Brand personality construct
7.2	Assumptions of the personality approach
7.3	Supporting themes of the personality approach
7.4	Brand behaviour
7.5	Consumer self construct
7.6	The brandself exchange of symbolic brand value in the market place
7.7	Core theme of the personality approach: brand personality
7.8	Dimensions of brand personality
7.9	Theory of the personality approach