Komplexität des Marketing -- Spannungsfelder für Marken -- Markenführung zwischen Invasion und Anpassung -- Markenführung zwischen Fokus und neuen Geschäften -- Markenführung zwischen Kontinuität und Agilität -- Markenführung zwischen langfristigem Erfolg und Quartalsergebnissen --...

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management,...

Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the...