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Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today's business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today's brand manager, including:
.Brand equity- what brands are worth to companies and how they can be valued
.Building brands and building the business- how brands contribute the success of corporations and companies
.The role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding.
List of contents
IntroductionPart One Strategic Implications of Branding Chapter 1 Introduction to Contemporary Brand Management Chapter 2 Brand Equity and Brand Valuation Chapter 3 Brand Building and Business Building Chapter 4 Brands as Strategic Assets- Moving Up the Corporate AgendaPart Two Managing Brands - Creating and Sustaining Brand Equity Chapter 5Brand Identity and Positioning Chapter 6Brand Architecture Chapter 7Brand Extension Chapter 8Managing Brands Across Life Cycle Chapter 9Building Brand and Corporate Reputation Part ThreeThe New Business Environment Chapter 10 The New Competitive Environment and Branding Chapter 11Retail Brands vs. Manufacturer Brands Chapter 12Packaging Design and Branding for the Consumer Chapter 13Country of Origin Branding
