Brand management / edited by Francesca Dall'Olmo Riley. [print]

How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed? Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers. ;

Includes bibliographical references.

volume 1. Fundamental elements of branding volume 2. Conceptualising and measuring brand equity volume 3. Brand strategies volume 4. Brand management systems. "

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