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Charlotte F. Knudtzen, Mogens Bjerre, Tilde Heding
Taylor & Francis Ltd
Date of Publication
Business, Accounting & Vocational: Textbooks & Study Guides
Place of Publication
Country of Publication
57 black & white illustrations, 20 black & white tables, 57 black & white line drawings
2nd Revised edition
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
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.