Dr. Lye is the author of the book Brands and Brands: The Power of Service, published by Oxford University Press, USA and available from booksellers and many online booksellers worldwide. He is also the author of the website http://ashleylye.com , which is a personal blog that he has been publishing since 2005. He has been blogging since 2002 at http://ashleylye.com/blog/ .
Knowledge intensive brands are those that involve the manipulation of knowledge, information, or data. This paper discusses the importance of knowledge in brands, the role of the brand’s knowledge in its value, and the changes in brand value as a result of the increasing role of knowledge in brands.
Charles S. Ruell is in the Department of Management at the University of Southern California, USA. He holds an MBA from the UCLA Anderson School of Management, an MA in Spanish from UCLA and a B.A. from California State University, Chico. He received his PhD from the University of Georgia, USA. He has published numerous papers in leading journals on issues in market segmentation and consumer behavior, service branding, consumer perception, and consumer-product relations. He is a member of the American Marketing Association and the Academy of International Business. His research is supported by the National Science Foundation.
The author has served on the advisory board of Broadway , the Arlington and the David Jones . He has consulted for many advertising agencies in the US and Australia as well as for retailers and brands including Adidas , Nike , Squad and Nike .
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