Brand Management Books

New and Published Books

1. Trademarks, Brands, and Competitiveness

   Edited by Teresa da Silva Lopes, Paul Duguid

   Series: Routledge International Studies in Business History

   This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the...

   Published June 4th 2013 by Routledge
2. Consumer-Brand Relationships

   Theory and Practice

   Edited by Susan Fournier, Michael Breazeale, Marc Fetscherin

   The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how...

   Published March 5th 2013 by Routledge
3. Sport Brands

   By Patrick Bouchet, Dieter Hillairet, Guillaume Bodet

   Series: Routledge Sports Marketing Series

   Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological...

   Published February 24th 2013 by Routledge
4. Branding in Governance and Public Management

   By Jasper Eshuis, E.H. Klijn

   Series: Routledge Critical Studies in Public Management

   Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a...

   Published November 12th 2012 by Routledge
5. Multicultural Perspectives in Customer Behaviour

   Edited by Maria Piacentini, Charles Cui

   Series: Key Issues in Marketing Management

   With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from international and multicultural perspectives. This book is timely in addressing important...

   Published June 17th 2012 by Routledge
6. New Developments in Online Marketing

   Edited by Stephen Tagg, Alan Stevenson, Tiziano Vescovi

   Series: Key Issues in Marketing Management

   There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications...

   Published June 14th 2012 by Routledge
7. Positioning the Brand

   An Inside-Out Approach

   By Rik Riezebos, Jaap van der Grinten

   Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from...

   Published November 22nd 2011 by Routledge
8. Branding Post-Communist Nations

   Marketizing National Identities in the “New” Europe

   Edited by Nadia Kaneva

   Series: Routledge Research in Cultural and Media Studies

   Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in nation branding initiatives of...

   Published September 18th 2011 by Routledge
9. Creating Powerful Brands

   4th Edition

   By Leslie de Chernatony, Malcolm McDonald, Elaine Wallace

   This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real...

   Published September 28th 2010 by Routledge
10. From Brand Vision to Brand Evaluation

    3rd Edition

    By Leslie de Chernatony

    Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected...

    Published March 17th 2010 by Routledge