Open access peer-reviewed Edited volume

Brand Management

Advancing Insights on

This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

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IntechOpen
Brand ManagementAdvancing Insights onEdited by Paolo Popoli

Published: November 8th 2017

DOI: 10.5772/66566

ISBN: 978-953-51-3598-2

Print ISBN: 978-953-51-3597-5

Books open for chapter submissions

2107 Total Chapter Downloads

chaptersDownloads

Open access peer-reviewed

1. The Holistic Vision of Brand Management

By Paolo Popoli

245

Open access peer-reviewed

2. Product Placement as an Effective Tool for the Brand Positioning

By Hanna Górska-Warsewicz and Olena Kulykovets

292

Open access peer-reviewed

3. Service Branding: Suggesting and Discussing Four Perspectives Influencing a Value-Creating Service Brand at the Company Level

By Hugo Skaalsvik

166

Open access peer-reviewed

4. Critical Success Factors in Strategic Brand Management in Luxury Fashion Markets: The Case of Isaia

By Marcello Risitano, Annarita Sorrentino and Michele Quintano

222

Open access peer-reviewed

5. Retail Brand Extension: From Theory to Practice. A Multi- Country Study of European Grocery Retailers

By Elisa Martinelli and Francesca De Canio

228

Open access peer-reviewed

6. Competition between Private Labels and National Brands in a Multichannel Retailer

By Marta Arce-Urriza and Javier Cebollada

219

Open access peer-reviewed

7. Analysis of Antecedents that Contribute to Try New Products in Retail Commerce

By Natalia Rubio, Nieves Villaseñor Román and María Jesús Yagüe Guillén

154

Open access peer-reviewed

8. Modeling a City’s Branding Tools: The Case of Istanbul

By Senay Oğuztimur

191

Open access peer-reviewed

9. Management of a City Brand: An Examination on Three Stakeholders’ Attitudes

By Funda Bayrakdaroğlu

219

Open access peer-reviewed

10. Celebrity Endorsement: Developing A Brand Image in Housing Ads

By Füsun Çizmeci Yöreş

171

Edited volume and chapters are indexed in

  • Worldcat
  • OpenAIRE
  • Google Scholar
  • AZ ebsco
  • Base
  • CNKI

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