Handbook on brand and experience management This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management the researchers perspective on current tools in practice by brand managers new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical managerial and organizational best practices pt. 1. Concepts and frameworks of brand management pt. 2. Managerial concepts pt. 3. Concepts and frameworks of experience management pt. 4. Empirical studies and scales for brand and experience management pt. 5. Practitioner perspectives