Brands and Brand Management

"I think the strong positive of the proposal is that it is focused and based on solid academic work—Minnesota is a leader in this area—especially Houston, Loken and Roedder-John I think this would be a perfect book for the Marketing and Consumer Psychology series" Barbara Loken holds a PhD In Social Psychology (1981) from the U of Illinois (Robert Wyer was her advisor) Rohini is an active researcher, and Mike Houston is the former Editor of the Journal of Marketing Research" - Curtis P. Haugtvedt, Ohio State University

" The novelty of the book is to address branding from a research perspective. This is an impressive list of contributors and the book is very comprehensive in its scope." - Marc Batey, author of BRAND MEANING, coming in 2008

"This volume reflects the work of arguably the most talented collection of brand researchers at any top business school in the world, as well as contributions of other leading branding thought leaders from organizations. It offers perspectives and insights that will be vital to successful brand management in the future. Specifically, it addresses branding topics that have been of enduring interest (brand extensions and brand alliances) as well as topics that have become increasingly more important in recent years (corporate social responsibility and brand emotions) It provides alternative perspectives on brands and their meaning, measurements, management and protection."- Kevin Lane Keller, Dartmouth University

"This volume reflects the work of arguably the most talented collection of brand researchers at any top business school in the world, as well as contributions of other leading branding thought leaders from organizations. It offers perspectives and insights that will be vital to successful brand management in the future. Specifically, it addresses branding topics that have been of enduring interest (brand extensions and brand alliances) as well as topics that have become increasingly more important in recent years (corporate social responsibility and brand emotions) It provides alternative perspectives on brands and their meaning, measurements, management and protection."- Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth University, Internationally known branding expert and author of "Strategic Brand Management"

"This cutting edge volume offers an authoritative approach to understanding the science of branding. The chapters from top experts on branding mine the best research from a range of disciplines, providing fascinating insights for scholars and managers alike. If you have ever wondered how to design successful brand alliances, how to cultivate brand loyalty among consumers, how brands develop symbolic meanings, and why some brands become "cultural icons" then read this book!" -Sharon Shavitt, Walter H. Stellner Professor of Marketing University of Illinois, President-Elect Association for Consumer Research

"This book provides a nice balance of reflective academic perspectives on brands (especially the psychological aspects underlying brands) and their management along with a clear recognition of the challenges and demands faced by contemporary practitioners. Well accomplished chapter authors provide a succinct review of the current state of knowledge of various aspects of brands. The authors also provide an agenda for future research and the areas of collaboration between academics and practitioners."- Curtis P. Haugtvedt, Department of Marketing, Fisher College of Business, The Ohio State University (quote from the Series Foreword)

"A wonderfully comprehensive examination of brands from a cultural, analytical and emotional perspective"- John Gerzema, author of "The Brand Bubble" and Chief Insights officer, Young and Rubicam Group

"The novelty of the book is to address branding from a research perspective. This is an impressive list of contributors and the book is very comprehensive in its scope." -Mark Batey, author of "Brand Meaning"