methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in … brand management give insights into the exponential growth of the field and identify promising directions for future … investigation. Illustrating the significant depth and breadth of research in brand management, contributors explore both …

Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical … perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories … -- 5. Rhetorical evolution of brand marks -- Part III: visual elements -- 6. Typeface in visual branding -- 7. Spokes …

This important Handbook explores new and emerging directions in both brand management research and practice. It … encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand … management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks …