Summary
Chapters
Video Info
Summary
Heidi Flynn Schultz offers her perspective on brand management. She covers overlooked areas, over-used ideas, pitfalls, and best practices.
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Chapter 1: How Would You Define the Concept of Brand Management, or How Would You Explain it to Your Students?
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Chapter 2: What is the Function of a Brand From an Organizational Perspective?
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Chapter 3: What Is the Role of the Brand in the Purchase or Engagement Process?
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Chapter 4: What Is the Relationship Between Brand Management and Marketing?
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Chapter 5: The Process of Branding Has Often Been Understood in Metaphors Such as 'Building' Your Brands. How Do You Conceptualize Branding?
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Chapter 6: What Impact Has Co-Creation Had on Brands and Branding, and How Is it Changing the Role of the Brand Manager or Consultant?
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Chapter 7: Who Are the Key Thinkers in Brand Management that Have Most Inspired You?
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Chapter 8: What New Theories or Research Direction Do You Find Most Exciting and Where Would You Like to See Brand Management Go Next?
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Chapter 9: What Current Trends Do You See in Brand Management and Marketing?
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Chapter 10: What Is the Future of the Practice of Brand Management?
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