BRANDS
Randall G. Chapman • 1992 • Pearson Education
- Author
- Randall G. Chapman
- First published
- 1992
- Publisher
- Pearson Education
- Genres
- Business
- Subjects
- BRANDMAPS · Marketing · Computer simulation · Computer programs
- ISBN
- 9780130874047
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Where it came from
Brands: A Study of the Concepts and Management of Brands was published in 1992 by Pearson Education as part of a broader academic effort to synthesize the burgeoning field of brand equity management. During this period, marketing scholars were shifting focus from purely transactional product attributes to the intangible value represented by brand identity, responding to the globalization of markets and the increasing corporate recognition of a brand as a primary asset.
The text was authored by Randall G. Chapman, a scholar known for his rigorous approach to marketing research and brand strategy. The book was designed as a comprehensive resource for students and practitioners, aiming to provide a structured framework for understanding how brand loyalty is cultivated and sustained. Within the marketing academic community, the work was received as a methodical contribution to a growing body of literature that sought to quantify the previously elusive psychological impact of branding on consumer behavior.
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About BRANDS
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