Handbook on Brand and Experience Management

Abstract

Contents:Foreword by the editorsPART I: CONCEPTS AND FRAMEWORKS OF BRAND MANAGEMENT1. Brand Attachment and a Strategic Brand ExemplarC. Whan Park, Deborah J. MacInnis and Joseph Priester2. Brand Permission: A Conceptual and Managerial FrameworkTom Meyvis and Ravi Dhar3. When Brands ResonateSusan Fournier, Michael R. Solomon and Basil G. Englis4. Brand Identity - The Guiding Star for Successful BrandsFranz-Rudolf EschPART II: MANAGERIAL CONCEPTS5. Brand Investment and Shareholder ValueDonald Sexton6. Brand ConvergenceDae Ryun Chang7. Branding and Design ManagementJordi Montana, Francisco Guzman and Isa Moll8: Everybody's Darling? The Target Groups of a BrandAnton Meyer, Benjamin Brudler and Christian BlumelhuberPART III: CONCEPTS AND FRAMEWORKS OF EXPERIENCE MANAGEMENT9. A Framework for Managing Customer ExperiencesBernd H. Schmitt10. Some Issues Concerning the Concept of Experiential MarketingRajagopal Raghunathan11. Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer ExperiencesJ. Josko BrakusPART IV: EMPIRICAL STUDIES AND SCALES FOR BRAND AND EXPERIENCE MANAGEMENT12. The Effects of Incidental Brand Exposure on ConsumptionRosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons13. Experiential Attributes and Consumer JudgementsJ. Josko Brakus, Bernd H. Schmitt and Shi Zhang14. A LIterature Review of Consumer-Based Brand ScalesLia Zarantonello15. The Role of Brand Naming in Branding Strategies: Insights and OpportunitiesSanjay Sood and Shi ZhangPART V: PRACTITIONER PERSPECTIVES16. Returns on Brand Investments: Maximizing Financial Returns from Brand StrategyJoanna Seddon17. The Challenges of the Global BrandHayes Roth18. Why Does Branding Fail? 10 Barriers to BrandingNoriyuki Nakai19. Building a B2B Corporate BrandDavid RogersIndex