Routledge Brand Management: Mastering Research, Theory and Practice - Routledge

Brand Management: Mastering Research, Theory and Practice is a comprehensive textbook that moves beyond surface-level branding strategies to explore the full complexity of brand management. This fully updated third edition synthesises over 1,000 academic sources organised into eight distinct schools of thought, offering fresh perspectives on 35 years of brand management research and theory. Whether you are a student, marketing professional or brand strategist, this Routledge resource provides rigorous, evidence-based frameworks for conceptualising and managing brands effectively. The book bridges the gap between theoretical understanding and practical application, equipping readers with the knowledge to navigate modern branding challenges and develop sophisticated brand strategies grounded in contemporary research.