Handbook on brand and experience management

Bernd H. Schmitt, David L. Rogers9781847200075, 1847200079

This important Handbook explores new and emerging directions in both brand management research and practice and encompasses a diverse set of approaches. These include the latest academic research to offer new frameworks for understanding brand management. Contributors offer the researcher’s perspective on current tools in practice by brand managers today and new research and conceptual frameworks for understanding and managing customer experiences. Recent empirical research and scale development in both brand and experience management and articles by practitioners involved in brand and experience management are presented and explored. The book’s key focus is on practical, managerial, and organizational best practices.

The contributors comprise top marketing scholars and practitioners. They examine key topics such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming.

Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.

---

Table of contents :
Copyright……Page 5
Contents……Page 6
Contributors……Page 8
Preface……Page 10
PART I Concepts and frameworks of brand management……Page 12
1. Brand attachment and a strategic brand exemplar……Page 14
2. Brand permission: a conceptual and managerial framework……Page 29
3. When brands resonate……Page 46
4. Brand identity: the guiding star for successful brands……Page 69
PART II Managerial concepts……Page 86
5. Brand investment and shareholder value……Page 88
6. Brand convergence……Page 93
7. Branding and design management……Page 99
8. Everybody’s darling? The target groups of abrand……Page 110
PART III Concepts and frameworks of experience management……Page 122
9. A framework for managing customer experiences……Page 124
10. Some issues concerning the concept of experiential marketing……Page 143
11. Embodied cognition, affordances and mind modularity: using cognitive science to present a theory of consumer experiences……Page 155
PART IV Empirical studies and scales for brand and experience management……Page 172
12. The effects of incidental brand exposure on consumption……Page 174
13. Experiential attributes and consumer judgments……Page 185
14. A literature review of consumer-based brand scales……Page 199
15. The role of brand naming in branding strategies: insights and opportunities……Page 230
PART V Practitioner perspectives……Page 244
16. Returns on brand investments: maximizing financial returns from brand strategy……Page 246
17. The challenge of the global brand……Page 261
18. Why does branding fail? Ten barriers to branding……Page 281
19. Building a B2B corporate brand……Page 291
Index……Page 314