HANDBOOK ON BRAND AND EXPERIENCE MANAGEMENT
The Center partnered with Edward Elgar Publishing to edit and publish the first ever Handbook on Brand and Experience Management (released January 2009), drawing together the interdisciplinary research of leading academics worldwide, and a selection of global brand practitioners.
The Handbook can be purchased here.
Universities represented include:
Auburn University, College of Human Sciences
Berry College, Campbell School of Business
Boston University School of Mangagement
Columbia Business School
Duke University, The Fuqua School of Business
ESADE Business School
Justus-Liebig University, Institute of Brand and Communication Research
Munich University
New York University, Stern School of Business
UCLA, John E. Anderson Graduate School of Management
Università L. Bocconi
University of Maryland, Robert H. Smith School of Business
University of Southern California
University of Texas at Austin, McCombs School of Business
William E. Simon Graduate School of Business Administration
Yale School of Management
Yonsei University, Graduate School of Business
Companies represented include:
ADK Inc.
German Marketing Association
Landor Associates
Millward Brown Optimor
This handbook explores emerging research and new directions in practice around the concepts of brand equity, brand associations, brand personality, brand extensions, brand valuation. The book includes discourse and critique of these basic frameworks and concepts; new concepts such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming.
Focusing on customer experience, this book epitomizes the shift in branding from the cognitive view of customers as information-processors towards a more holistic view encompassing rational and emotional benefits. This shift in perspective has had profound impact on the practice and meaning of branding. In some cases, the customer experience is viewed as shaping all perceptions and value of a brand. In other cases, customer experience is a paradigm, with domains including branding, innovation, and service interactions. Therefore, this handbook focuses on perspectives on brand management, on experience management, and perspectives that combine the two.
The handbook encompasses a diverse set of approaches in its five sections:
- Section I "Concepts and Frameworks of Brand Management" presents the latest academic research offering new frameworks for understanding brand management
- Section II "Managerial Concept" brings to bear the researcher's perspective on current tools in practice by brand managers today, linking theory and practice
- Section III "Concepts and Frameworks of Experience Management" presents new research and conceptual frameworks for understanding and managing customer experiences
- Section IV "Empirical Studies and Scales for Brand and Experience Management" presents recent empirical research and scale development in both brand and experience management
- Section V: "Practitioner Perspectives" presents articles by practitioners involved in brand and experience management, focusing on practical, managerial, and organizational best practices.
