Trust and Brand Management

<p><em>Trust and Brand Management</em> covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance.</p><p>The benefits for readers of this book lie in several aspects: knowledge of corporate brand management brand heritage and related concepts theoretical and practical foundations of brand management and brand heritage and empirically supported research on the relationship among brand heritage brand management practices antecedents and outcomes of heritage-based corporate brand management.</p><p>This book consists of two parts. The first part provides a literature review and theoretical and practical background on brand heritage its antecedents and outcomes brand management approaches and heritage-based corporate brand management. The second part presents the results of an empirical study as structural equation modeling to establish the relationship among brand heritage corporate brand management practices antecedents (brand history culture identity and authenticity) and outcomes of heritage-based corporate brand management (brand trust brand equity and performance). In addition the book includes 31 case studies of well-known heritage brands presenting their history marketing communications development and positioning strategies.</p><p>The benefit for managers is the presentation of terms and specific tools related to corporate brand management in the market and customer outcomes.</p>