"Advancing Insights on Brand Management" ed. by Paolo Popoli

This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. This book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.


The chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies.

Contents
1 The Holistic Vision of Brand Management
2 Product Placement as an Effective Tool for the Brand Positioning
3 Service Branding: Suggesting and Discussing Four Perspectives Influencing a Value-Creating Service Brand at the Company Level
4 Critical Success Factors in Strategic Brand Management in Luxury Fashion Markets: The Case of Isaia
5 Retail Brand Extension: From Theory to Practice. A Multi- Country Study of European Grocery Retailers
6 Competition between Private Labels and National Brands in a Multichannel Retailer
7 Analysis of Antecedents that Contribute to Try New Products in Retail Commerce
8 Modeling a City’s Branding Tools: The Case of Istanbul
9 Management of a City Brand: An Examination on Three Stakeholders’ Attitudes
10 Celebrity Endorsement: Developing A Brand Image in Housing Ads