Elgar original reference
Edited by Bernd H. Schmitt and David L. Rogers
Since the literature on brand management ﬁrst arose in the 1990s, a set of conceptual frameworks and concepts have developed that have permeated academic research as well as brand management across industries. These include: the concept of brand equity, brand associations, brand personality, brand extensions, brand valuation, and the like. The purpose of this handbook is not to retread these paths, but rather to explore new and emerging directions in both research and practice. While the reader will ﬁnd discourse and critique of the basic frameworks and concepts, the focus will be on exploring 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. In particular, the last 10 years have seen the rise of new concepts around the paradigm of brand and customer experiences, as evidenced by a variety of academic and trade publications on the subject. These concepts are being utilized within the branding and marketing functions of many companies and agencies and are now entering the academic ﬁeld as well. The focus on customer experience has led a shift away from an analytical and largely cognitive view of branding that views customers as information-processors towards a more holistic view of customer value that encompasses rational and emotional beneﬁts. Obviously, this shift in perspective has had a profound impact on the practice and...