Get Brand Management: Research, Theory and Practice PDF

By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

ISBN-10: 0203996178

ISBN-13: 9780203996171

For over 20 years, it's been argued that the emblem is a crucial worth writer and may for this reason be a most sensible administration precedence. even if, the definition of what a model is is still elusive.

This finished textbook provides the reader with an exhaustive research of the medical and paradigmatic ways to the character of brand name because it has constructed over the past two decades. Taking a multi-disciplinary method and supplying an exhaustive research of brand name learn literature, it can provide an intensive figuring out of the managerial implications of those varied methods to the administration of the brand.

Brand Mangement: study, thought and Practice fills a niche out there, supplying an figuring out of the way the character of brand name and the assumption of the patron fluctuate in those methods and provides in-depth perception into the hole query of just about each model administration path: "What is a brand?"

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This period of decline began in the first half of 2000 and was attributed to the rapid drop in sales of CD singles, brought on by the Internet. S. ) Cassettes continued to decline, while full-length CDs grew slightly in dollar value. 4% drop in full-length CDs for the first time. S. Industry Numbers adoption of music downloading from illegal peer-to-peer (P2P) services and ownership of CD burners, up drastically in two years. 2% in units and 8% in value. Every configuration saw a decrease in sales except DVD.

Problem recognition – The consumer realizes that a purchase must be made. Perhaps a new need has emerged, or perhaps the consumer’s supply of a commonly used product has run low. For example, you have just been told your car will cost more to repair than to replace. 2. Information search – The consumer will seek out information about the various options available for satisfying the want, need, or desire. In the car example, you are now entering the phase of doing research: finding out how much you can afford for a new car and then what is available in your price range.

Maslow arranges these needs into five categories of physiological, safety, love, esteem, and self-actualization. Marketers believe that it is important to understand where in the hierarchy the consumer is before designing an effective marketing program. Physiological needs are the basic survival needs that include air, food, water, sleep, and sex. Until these needs are met, there is little or no interest in fulfilling higher needs. Survivors in the VALS2 system fit into this category. Safety needs deal with establishing a sense of security.

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Brand Management: Research, Theory and Practice by Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

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