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Jon Bertilsson
Senior lecturer
![Jon Bertilsson. Photo.](/sites/lusem.lu.se/files/styles/lu_personal_page_desktop/public/2024-04/JonBertilsson.jpg.webp?itok=x3O8RQHv)
Brand Theories : Perspectives on Brands and Branding
Editor
- Jon Bertilsson
- Veronika Tarnovskaya
Summary, in English
Brand Theories offers a multifaceted understanding of brands and branding. The purpose of the book is to provide the reader with a more advanced knowledge, by treating brands and branding from three differrent perspectives: a brand management perspective, a consumer perspective, and a critical perspective.
By allow readers to shift perspectives, the book offers the unique opportunity to analyze and understand brand phenomena/branding practices from several angles at the same time. It thereby encourages a more reflective and nuanced approach, compared to many traditional brand management text books. Brand Theories primarily targets Bachelor and master students in marketing, but would also be most interesting and useful to marketing and branding practitioners.
By allow readers to shift perspectives, the book offers the unique opportunity to analyze and understand brand phenomena/branding practices from several angles at the same time. It thereby encourages a more reflective and nuanced approach, compared to many traditional brand management text books. Brand Theories primarily targets Bachelor and master students in marketing, but would also be most interesting and useful to marketing and branding practitioners.
Department/s
- Department of Business Administration
Publishing year
2017-05-15
Language
English
Document type
Book
Publisher
Studentlitteratur AB
Topic
- Business Administration
Status
Published
ISBN/ISSN/Other
- ISBN: 978-91-44-11624-2