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Full Description
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.
Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges.
Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Contents
Editors' Foreword
Section A: What is a brand and how do we measure its market performance?
1. Brand Definitions and Conceptualisations: The debate
2. Measuring the Market Performance of Brands: Applications in brand management
3. Consumer Based Brand Equity
4. Brand Valuation: Principles, applications and latest developments
5. Brands and the Self
6. Brand and the Society
7. Dead Brand Walking: On the paradoxes and perversities of branding
Section B: Strategic Brand Management
8. Brand Architecture Design and Brand Naming Decisions
9. Strategic Brand Alliances
10. Brand Extensions
11. A Brand Culture Perspective on Global Brands
12. Positioning a Brand
13. New Brands: Performance and measurement
Section C: Managing Brand Communication
14. Brand Building via Integrated Marketing Communications
15. Sensory Aspects of Branding
16. Building Brand via Corporate Social Responsibility
17. Digital Branding and Analytics
Section D: Branding to Different Audiences
18. Looking at the Future of B2B Branding
19. Towards a Better Understanding of the Ethical Brand and its Management
20. Not-for-Profit Branding
21. Strategic Employer Brands: Current domain, future directions
22. Internal Branding: Dissecting, re-analysing and re-directing the literature
23. Brand Culture, Halal and the Critical Islamic Imperative
24. Branding the Entire Entity: Corporate branding
25. Branding in the Emerging Markets
26. Branding in the Base of the Pyramid: Bases for country and organizations in Ghana
27. Guinness in Africa: Contemporary branding at the base of the pyramid
Section E: Branding Different Entities/Products
28. Branding Higher Education
29. Political Branding: The case of the Scottish referendum 2014
30. Arts Branding
31. From Nation to Neighbourhood: Branding and marketing places
32. The Challenges of Luxury Branding
33. Retail Branding
34. Service Branding: Enabling, making and delivering promises
35. Branding Financial Services
36. Branding in Sports
37. Franchise Brand Management from a Knowledge Perspective
