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How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook.
Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.
List of contents
Chapter - 01: Brand - the concept and meanings; Chapter - 02: The evolution of branding; Chapter - 03: Research streams in branding; Chapter - 04: Brand features; Chapter - 05: Brand loyalty and brand equity; Chapter - 06: Brand positioning; Chapter - 07: Brand communication; Chapter - 08: Consumer-brand relationships; Chapter - 09: Brand extension; Chapter - 10: Brand alliance or co-branding; Chapter - 11: Brand portfolio management; Chapter - 12: Managing negative events for brands; Chapter - 13: Luxury branding; Chapter - 14: Sensory branding and neuromarketing; Chapter - 15: Branding on social media and digital brand analytics; Chapter - 16: Global and cross-cultural branding;
About the author
Jaywant Singh is Professor of Marketing and Head of the Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour and focusses on examining how people react to brands espousing social causes, corporate brand crisis communication and the impact of social media and services. His work has been published in leading academic journals and he also regularly provides consultancy to organizations on branding and consumer behaviour-related issues.Paurav Shukla is Professor of Marketing and Head of Research at the Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing with a particular focus on emerging markets. His career began in industry, and he continues to consult with corporate organizations, including not for profits. He has published many articles in top-tier academic journals and has been regularly quoted in the mainstream press.
Summary
Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.
