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Brand Theories : Perspectives on Brands and Branding

(2017)
Abstract
Brand Theories offers a multifaceted understanding of brands and branding. The purpose of the book is to provide the reader with a more advanced knowledge, by treating brands and branding from three differrent perspectives: a brand management perspective, a consumer perspective, and a critical perspective.

By allow readers to shift perspectives, the book offers the unique opportunity to analyze and understand brand phenomena/branding practices from several angles at the same time. It thereby encourages a more reflective and nuanced approach, compared to many traditional brand management text books. Brand Theories primarily targets Bachelor and master students in marketing, but would also be most interesting and useful to marketing... (More)
Brand Theories offers a multifaceted understanding of brands and branding. The purpose of the book is to provide the reader with a more advanced knowledge, by treating brands and branding from three differrent perspectives: a brand management perspective, a consumer perspective, and a critical perspective.

By allow readers to shift perspectives, the book offers the unique opportunity to analyze and understand brand phenomena/branding practices from several angles at the same time. It thereby encourages a more reflective and nuanced approach, compared to many traditional brand management text books. Brand Theories primarily targets Bachelor and master students in marketing, but would also be most interesting and useful to marketing and branding practitioners. (Less)
Please use this url to cite or link to this publication:
organization
publishing date
type
Book/Report
publication status
published
subject
editor
Bertilsson, Jon LU ; Tarnovskaya, Veronika LU ; and
edition
1
pages
304 pages
publisher
Studentlitteratur
ISBN
978-91-44-11624-2
language
English
LU publication?
yes
id
fc52577c-9ca5-4a35-8747-40fffb816f12
date added to LUP
2017-06-01 15:41:22
date last changed
2017-06-01 16:08:14
@book{fc52577c-9ca5-4a35-8747-40fffb816f12,
  abstract     = {Brand Theories offers a multifaceted understanding of brands and branding. The purpose of the book is to provide the reader with a more advanced knowledge, by treating brands and branding from three differrent perspectives: a brand management perspective, a consumer perspective, and a critical perspective.<br/><br/>By allow readers to shift perspectives, the book offers the unique opportunity to analyze and understand brand phenomena/branding practices from several angles at the same time. It thereby encourages a more reflective and nuanced approach, compared to many traditional brand management text books. Brand Theories primarily targets Bachelor and master students in marketing, but would also be most interesting and useful to marketing and branding practitioners.},
  editor       = {Bertilsson, Jon and Tarnovskaya, Veronika},
  isbn         = {978-91-44-11624-2},
  language     = {eng},
  month        = {05},
  pages        = {304},
  publisher    = {Studentlitteratur},
  title        = {Brand Theories : Perspectives on Brands and Branding},
  year         = {2017},
}