Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text su

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely co

Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understandi

This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways