Brand Theories - - Perspectives on brands and branding

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INFORMATION

FÖRFATTARE
DIMENSIONERA
8,75 MB
FILNAMN
Brand Theories - - Perspectives on brands and branding.pdf
ISBN
1959883030130

BESKRIVNING

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 different perspectives: a brand management perspective, a consumer perspective, and a critical perspective.By allowing 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.

Based on the knowledge of how branding theories have been developed as dependent variables of each other and the society, we are able to form a better understanding of the past, the present, and the future of branding. KEYWORDS: Branding, Evolution of Branding, Future, Brand Identity Hexagon ... Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries ABSTRACT Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society.

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 ... Nation branding has become a popular yet contested field of research and practice, attracting interest from a broad range of disciplines. Not everybody is convinced that nation branding is a good idea, or, indeed, possible.

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