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Full Description
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.
This is an indispensable textbook for undergraduate and postgraduate students of brand management.
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;
