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Description
The Sage Handbook of Brand Management offers a comprehensive examination of brand management, covering its historical development, foundational theories, and current strategic practices. It addresses contemporary issues such as ethics, social responsibility, and the impact of new technologies, presenting a multi-perspective view that evolves from traditional models to socially constructed and technology-mediated understandings of brands.

The handbook is organized into six parts. It begins with an introduction to brand management, exploring its history and evolution. The second part focuses on core concepts like brand identity, image, reputation, and equity. The third part views brand management as a dynamic and strategic process, covering topics like corporate brand management, brand portfolio management, and consumer-brand relationships. The fourth part examines the measurement and evaluation of branding strategies, while the fifth part addresses contemporary issues in brand management. The final part explores future directions, anticipating the evolving landscape of brand management.

Through its diverse chapters, the handbook provides both theoretical frameworks and actionable insights, allowing organizations to strategically align their brand portfolios, build meaningful consumer relationships, and implement effective branding strategies across various sectors. It emphasizes the importance of adaptability and responsiveness in a competitive environment, encouraging readers to reflect on the ethical and societal implications of brand management.

The Sage Handbook of Brand Management bridges the gap between theory and practice, empowering readers to navigate the complexities of brand management and build brands that resonate in our rapidly transforming world.

Part 1: Introduction to Brand Management
Part 2: Foundations of Brand Management
Part 3: Strategic Brand Management
Part 4: Brand Management Performance
Part 5: Contemporary Issues in Brand Management
Part 6: Future Directions in Brand Management
Pages
688 pages
Collection
n.c
Parution
2026-01-12
Marque
SAGE Publications Ltd
EAN papier
9781529692952
EAN PDF
9781036229412
Informations sur l'ebook
Nombre pages copiables
34
Nombre pages imprimables
34
Taille du fichier
8417 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
139,04 €
EAN EPUB
9781036229436
Informations sur l'ebook
Nombre pages copiables
34
Nombre pages imprimables
34
Taille du fichier
26348 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
139,04 €

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