Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.For the non-prestige brand (in their study Acura), owners reacted more positively that non-owners on a downward as well as an upward vertical line extension. In the case of prestige brands, Kirmani et al. find similar effects for clothing (brand:anbsp;...
|Author||:||Rik Riezebos, H. J. Riezebos, Bas Kist, Gert Kootstra|
|Publisher||:||Pearson Education - 2003-01|