Research, Theory and Practice, 2nd Edition
For decades, branding has been considered as an important value creator and, as a result, a management priority. Yet what constitutes a brand is still contentious and elusive. Tilde Heding’s review of brand management is unrivalled as an impartial, thorough and structured introduction to the...
To Be Published December 4th 2015 by Routledge
Research, Theory and Practice
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 textbook presents the reader with an exhaustive analysis of the scientific...
Published December 22nd 2008 by Routledge