The SWOCC Book of Brand Management Models / SWOCC-publicatie / 37

Giep Franzen The SWOCC Book of Brand Management Models About the author Giep Franzen started his career over fifty years ago as communication manager of a leading Dutch fashion company. In 1962, together with two partners, he founded Franzen, Hey, Veltman, which developed into one of the leading advertising agencies in the Netherlands. FHV merged with BBDO Worldwide in 1970. There, Franzen worked as a communication strategist for companies such as Douwe Egberts, Heineken, ABN Amro and Albert Heijn. Since 1990 Franzen has lectured on commercial communication and branding at the University of Amsterdam, where he was appointed Professor in the Department of Communication. Together with Professor Dr. Jan van Cuilenburg, he founded SWOCC in 1995. Now, on the occasion of SWOCC's tenth anniversary, Giep Franzen has written this overview of brand management models. He is still actively concerned with SWOCC as a member of the board. About the book While the origins of brands go back several centuries, theory on the subject only began to develop around 1990. Brands are very complex phenomena and lend themselves to a wide variety of approaches. This has resulted in a motley collection of theories, models, and research methodologies and instruments that make it increasingly difficult to find one’s way, especially for people with limited time for reading and contemplation. As a practical guide, Giep Franzen has composed an up-to-date overview of the most important models available for brand management. They are arranged in hierarchical order from corporate strategy models, via branding models, brand strategy models and advertising models, down to models for determining brand equity and financial brand value. The book is intended as a reference work for brand strategists. Whatever the problem area they are involved with, they will find a compact overview of current brand thinking here.