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9780367172572

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Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multidisciplinary approach, this book provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management. - Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity. - Leslie de Chernatony, Aston Business School, Aston University, UK We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches as well as the four layers within each approach. - Albert M. Muniz, Jr., DePaul University, USA, and Thomas O'Guinn, University of Wisconsin, USA The theory of branding is an exciting but complex field, and this is the perfect guide - it's accessible, comprehensive, brilliantly structured, and bang up-to-date. - Robert Jones, Head of New Thinking, Wolff Olins and Visiting Professor, UEA, UK

Author Information

Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School, Denmark. Mogens Bjerre is an associate professor at Copenhagen Business School, Denmark, and has published widely.

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