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BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES
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Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven in
part by this intense industry interest, academic researchers have explored a number of different
brand-related topics in recent years, generating scores of papers, articles, research reports, and
books. This paper identifies some of the influential work in the branding area, highlighting what
has been learned from an academic perspective on important topics such as brand positioning,
brand integration, brand equity measurement, brand growth, and brand management. The paper
also outlines some gaps that exist in the research of branding and brand equity and formulates a
series of related research questions. Choice modeling implications of the branding concept and
the challenges of incorporating main and interaction effects of branding as well as the impact of
competition are discussed.
2nd Edition
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BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES
Makerting
English
2005
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