Tilde Heding – Brand Management: Research, theory and practice

‘Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management.’

Kevin Lane Keller, Tuck School of Business at Dartmouth, USA

‘At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity.’

Leslie de Chernatony, Birmingham University Business School, UK

‘We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches, as well as to the four layers within each approach.’

Albert M. Muniz, Jr., DePaul University & Thomas C. O’Guinn, University of Wisconsin, USA

Tilde Heding and Charlotte F. Knudtzen both lecture in Strategic Brand Management at Copenhagen Business School, Denmark. Tilde and Charlotte have published widely, while also running their own brand management consultancy, Heding & Knudtzen.

Mogens Bjerre is associate professor of Marketing at Copenhagen Business School, Denmark. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.