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This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy. The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation.
Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers. This book is a guide for readers and professionals who are interested in all aspects of branding and brand building. It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations, and for marketing professionals. It will help them understand fundamentals and practical application of brand management.
List of contents
Introduction 1. Brands and Branding 2. Consumer Behavior and Brand Building 3. Designing Brand Identity & Crafting Brand Personality 4. Brand Positioning 5. Integrated Brand Experience: Design and Communication 6. Branding on Social Media 7. Managing Brands over Lifecycle 8. Consumer-Brand Relationships: Building Brand Loyalty 9. Brand Architecture and Portfolio Strategy 10. Brand Equity and Valuation. Conclusion
About the author
Ashita Aggarwal is a professor of marketing at S.P. Jain Institute of Management & Research (SPJIMR) in Mumbai, India. She has been a brand fanatic her entire adult life, and there is nothing she’d rather do than work with or study brands. She teaches the Strategic Brand Management course at SPJIMR across full-time and executive programs. She trains branding professionals and consults with organizations spanning multiple sectors. She has published numerous award-winning case studies with Ivey and Emerald Publishing, which are adopted worldwide in marketing courses. She is an avid traveler, always making time to take in the shopping aisles along with the sights around the world.
Suraj Commuri is a professor of marketing, Senior Associate Dean, and the Academic Director of the Center for Responsible Enterprise at the School of Business, University at Albany, State University of New York in Albany, New York. He has been a lifelong marketer and has worked in marketing in Asia, Europe, and the US. His research articles have appeared in leading journals such as the Journal of Marketing, Journal of Consumer Research, European Journal of Marketing, and Journal of Macromarketing. He loves aviation and photography, which makes aerial photography his passion.
Summary
The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior and research methods that every brand manager must be familiar with.
