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Handbook on Brand and Experience Management

Edited by Bernd H. Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School and Executive Director, Center on Global Brand Leadership and David L. Rogers, Director, Center on Global Brand Leadership, Columbia Business School, US
This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.
Extent: 328 pp
Hardback Price: £132.00 Web: £118.80
Publication Date: 2008
ISBN: 978 1 84720 007 5
Availability: In Stock
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This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.

The contributors comprise top marketing scholars and practitioners. They examine key topics such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming.

Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.
Contributors: C. Blümelhuber, J.J. Brakus, B. Brudler, D.R. Chang, T.L. Chartrand, R. Dhar, B.G. Englis, F.-R. Esch, R. Ferraro, G.J. Fitzsimons, S. Fournier, F. Guzmán, D.J. MacInnis, A. Meyer, T. Meyvis, I. Moll, J. Montaña, N. Nakai, C.W. Park, J. Priester, R. Raghunathan, D.L. Rogers, H. Roth, B.H. Schmitt, J. Seddon, D. Sexton, M.R. Solomon, S. Sood, L. Zarantonello, S. Zhang
Contents:

Preface

PART I: CONCEPTS AND FRAMEWORKS OF BRAND MANAGEMENT
1. Brand Attachment and a Strategic Brand Exemplar
C. Whan Park, Deborah J. MacInnis and Joseph Priester

2. Brand Permission: A Conceptual and Managerial Framework
Tom Meyvis and Ravi Dhar

3. When Brands Resonate
Susan Fournier, Michael R. Solomon and Basil G. Englis

4. Brand Identity: The Guiding Star for Successful Brands
Franz-Rudolf Esch

PART II: MANAGERIAL CONCEPTS
5. Brand Investment and Shareholder Value
Donald Sexton

6. Brand Convergence
Dae Ryun Chang

7. Branding and Design Management
Jordi Montaña, Francisco Guzmán and Isa Moll

8. Everybody’s Darling? The Target Groups of a Brand
Anton Meyer, Benjamin Brudler and Christian Blümelhuber

PART III: CONCEPTS AND FRAMEWORKS OF EXPERIENCE MANAGEMENT
9. A Framework for Managing Customer Experiences
Bernd H. Schmitt

10. Some Issues Concerning the Concept of Experiential Marketing
Rajagopal Raghunathan

11. Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer Experiences
J. Josko Brakus

PART IV: EMPIRICAL STUDIES AND SCALES FOR BRAND AND EXPERIENCE MANAGEMENT
12. The Effects of Incidental Brand Exposure on Consumption
Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons

13. Experiential Attributes and Consumer Judgments
J. Josko Brakus, Bernd H. Schmitt and Shi Zhang

14. A Literature Review of Consumer-Based Brand Scales
Lia Zarantonello

15. The Role of Brand Naming in Branding Strategies: Insights and Opportunities
Sanjay Sood and Shi Zhang

PART V: PRACTITIONER PERSPECTIVES
16. Returns on Brand Investments: Maximizing Financial Returns from Brand Strategy
Joanna Seddon

17. The Challenges of the Global Brand
Hayes Roth

18. Why Does Branding Fail? Ten Barriers to Branding
Noriyuki Nakai

19. Building a B2B Corporate Brand
David L. Rogers

Index