Fact! Most brands are services...
...yet there are few academic books on the topic of services brand management.
That was until now...
Services Brand
Management book
What's inside the book:
Chapter 1: The history of brands and branding
Chapter 2: Strategic brand management
Chapter 3: Brand equity and branding models: Brand resonance pyramid and Aaker's brand equity model
Chapter 4: Branding services
Chapter 5: Branding business-to-business services
Chapter 6: ServBrand framework
Chapter 7: Brand identity
Chapter 8: Brand image and brand co-creation
Chapter 9: Brand Identity-Image Congruence framework
Chapter 10: Brand equity models and digital brand management
Branding Terms and Concepts
"I bought the book "Services Brand Management" last week and its been such a game changer in the way I view the brand of Expansive Accounting and just brand development in general📷!"
Connor Robertson, Expansive Accounting
Description
Brands are businesses' most valuable assets, and most brands are services or have a significant service component.
Services Brand Management is an academic book for higher education aimed at graduate marketing students and has two parts. The first part is an in-depth analysis of the history of brands and brand management, strategic brand management, and the most prominent brand equity models.
The second part emphasises the importance of services and how services brands can be managed effectively based on scientific evidence. The authors provide two new and comprehensive services brand management frameworks. Both parts combine as a guide to building brand equity.
About the authors
Dr Pieter Steenkamp is an award-winning senior lecturer in the Marketing Department of the Faculty of Business and Management Sciences at Cape Peninsula University of Technology.
He obtained his PhD from Stellenbosch University, specialising in strategic brand management. His research, which focuses on strategic brand management, has been published in major scientific journals, including the Journal of Brand Management and the Journal of Business-to-Business Marketing.
Pieter has over 20 years of experience in branding and marketing and teaches at undergraduate and postgraduate levels. He is a co-author of the Services Brand Management: Building Services Brand Equity and Marketing Management: Integrated Perspectives textbooks and a co-developer of the ServBrand framework, the Brand Integrity Measure (BIM), the underdog brand management framework and the brand for success process.
His innovative educational pedagogies have resulted in multiple awards, including the Faculty Distinguished Teacher Award and the Institution Teaching Excellence Award..
Dr Kuhle Zwakala is a senior lecturer at Stellenbosch University, Faculty of Economic and Management Sciences, Department of Business Management.
He holds a Doctor of Commerce in Marketing, specialising in strategic marketing and strategic brand management with a niche focus on brand identity, brand image, brand positioning, and corporate reputation.
He has been lecturing for ten years, and his research has been published in local and international journals such as the Journal of Contemporary Management and the Journal of Business-to-Business Marketing.
Prior to his academic career, he worked in various industries, including logistics, FMCG, and financial services. He is a co-author of a brand textbook titled Services Brand Management: Building Services Brand Equity.
Book Launch
© The Brand Doctor (Pty) Ltd.
Director: Dr Pieter Steenkamp | All Rights Reserved
https://www.brandforsuccess.com
pieter@brandforsuccess.com
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