- 226 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
Trust and Brand Management covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance.
The benefits for readers of this book lie in several aspects: knowledge of corporate brand management, brand heritage and related concepts, theoretical and practical foundations of brand management and brand heritage, and empirically supported research on the relationship among brand heritage, brand management practices, antecedents, and outcomes of heritage-based corporate brand management.
This book consists of two parts. The first part provides a literature review and theoretical and practical background on brand heritage, its antecedents and outcomes, brand management approaches, and heritage-based corporate brand management. The second part presents the results of an empirical study as structural equation modeling to establish the relationship among brand heritage, corporate brand management practices, antecedents (brand history, culture, identity, and authenticity), and outcomes of heritage-based corporate brand management (brand trust, brand equity, and performance). In addition, the book includes 31 case studies of well-known heritage brands presenting their history, marketing communications, development, and positioning strategies.
The benefit for managers is the presentation of terms and specific tools related to corporate brand management in the market and customer outcomes.
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Information
Table of contents
- Cover
- Half Title
- Series
- Title
- Copyright
- Contents
- Editorial review
- Editorial review
- List of figures
- List of tables
- List of case studies
- 1 Introduction
- 2 Understanding of the brand heritage
- 3 Understanding of heritage-based corporate brand management
- 4 Antecedents of heritage-based corporate brand management
- 5 Outcomes of heritage-based corporate brand management
- 6 Heritage-based corporate brand management model
- 7 Future of heritage-based corporate brand management
- Index