For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive.
This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand.

Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

二十多年来，人们一直认为品牌是一个重要的价值创造者，因此应该成为管理层的首要任务。然而，品牌的定义仍然难以捉摸。
这本综合性教材向读者呈现了一个详尽的分析，科学和范式的方法，以性质的品牌，因为它已经发展了过去二十年。采取多学科的方法，并提供了品牌研究文献的详尽分析，它提供了这些不同的方法对品牌管理的管理含义的透彻理解。
品牌管理：研究、理论和实践填补了市场上的空白，让人们了解品牌的本质和消费者的想法在这些方法上有何不同，并对几乎每一门品牌管理课程的开题：“什么是品牌？”