This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Free Management eBooks, Templates and Checklists. Free Online Library for Managers. Our marketing skills eBooks will help you to get the most from every dollar that you spend on promoting your brand, whether you're looking for low-cost PR & advertising or you're developing a customer engagement strategy.