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Full Description
The Sage Handbook of Brand Management offers a comprehensive examination of brand management, covering its historical development, foundational theories, and current strategic practices. It addresses contemporary issues such as ethics, social responsibility, and the impact of new technologies, presenting a multi-perspective view that evolves from traditional models to socially constructed and technology-mediated understandings of brands.
The handbook is organized into six parts. It begins with an introduction to brand management, exploring its history and evolution. The second part focuses on core concepts like brand identity, image, reputation, and equity. The third part views brand management as a dynamic and strategic process, covering topics like corporate brand management, brand portfolio management, and consumer-brand relationships. The fourth part examines the measurement and evaluation of branding strategies, while the fifth part addresses contemporary issues in brand management. The final part explores future directions, anticipating the evolving landscape of brand management.
Through its diverse chapters, the handbook provides both theoretical frameworks and actionable insights, allowing organizations to strategically align their brand portfolios, build meaningful consumer relationships, and implement effective branding strategies across various sectors. It emphasizes the importance of adaptability and responsiveness in a competitive environment, encouraging readers to reflect on the ethical and societal implications of brand management.
The Sage Handbook of Brand Management bridges the gap between theory and practice, empowering readers to navigate the complexities of brand management and build brands that resonate in our rapidly transforming world.
Part 1: Introduction to Brand Management
Part 2: Foundations of Brand Management
Part 3: Strategic Brand Management
Part 4: Brand Management Performance
Part 5: Contemporary Issues in Brand Management
Part 6: Future Directions in Brand Management
Contents
Introduction - Lia Zarantonello & Daniela Andreini
Part One: Introduction to Brand Management
Chapter 1: The resilience of the Brand Management System: Historical perspective and current challenges - Isabelle Aimé, Fabienne Berger- Remy, Marie-Ève Laporte
Chapter 2: Perspectives on Brand Management - Tilde Heding
Chapter 3: Corporate Brand Management: Formation and Evolution Since the 1990s - John M.T. Balmer
Chapter 4: Global Branding: Past, Present and Future - Aysegül Özsomer, Selin Altaras
Chapter 5: Brand Management Across Countries and Cultures: The Challenges and Opportunities - Laurence Minsky, Ilan Geva
Part Two: Foundations of Brand Management
Chapter 6: Visual Brand Identity: The Role of Logos in Brand Management - Minjung Kim, Joon Ho Lim
Chapter 7: Brand Identity, brand reputation and brand image in the B2B Context. - Sheena Leek
Chapter 8: B2C and B2B brand personality in a digital world - Mijka Ghorbani
Chapter 9: Brand authenticity: conceptualization and future directions - Filipa Rosado-Pinto, Sandra Maria Correia Loureiro
Chapter 10: Unraveling Brand Equity: A Theoretical Review and Directions for Future Research - Salvador del Barrio-García,Juan Miguel Alcántara-Pilar, Eugenia Rodríguez-López, Álvaro Rojas-Lamorena, Beatriz García-Carrión
Chapter 11: Employee-based brand equity - Irina Gorea, Jenna Jacobson
Part Three: Strategic Brand Management
Chapter 12: Principles of Corporate Brand Management - John M.T. Balmer
Chapter 13: Brand Portfolio Auditing And Brand Architecture Strategy - Clarinda Jansberg
Chapter 14: "What's in a Name?" A Discourse on Brand Naming - Sunny Vijay Arora, Arti D. Kalro, Dinesh Sharma
Chapter 15: Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices, and Research Directions - Ceyda Paydas Turan
Chapter 16: Brand Relationships - Cleopatra Veloutsou, Asli Tolunay, Sergio Andrés Osuna-Ramírez, Hui Chen
Chapter 17: Brand management in times of crisis - Robert Karaszewski
Chapter 18: Managing Luxury Brands: Strategies in Brand Management - Gabriele Murtas, George Christodoulides
Chapter 19: Business-to-Business Brand Management: Insights for Entrepreneurship - Susan M. Mudambi, Jessica Keech
Part Four: Brand Management Performance
Chapter 20: Positive Brand-Related Constructs: Antecedents, Outcomes, and Moderators - Faheem Gul Gilal, Jian Zhang, Zhiyong Yang, Shadma Shahid
Chapter 21: Negative Emotions Towards Brands: Theoretical Perspectives, Measurement, and Future Research - Daniela Andreini, Lia Zarantonello
Chapter 22: Enhancing Brand Experience In The Digital Transformation Age: Insights From Qualitative And Quantitative Research Methodologies - Michela Addis, Giulia Miniero
Chapter 23: Brand Engagement Overview: definitions, measurements, and strategies - Valentina Mazzoli
Chapter 24: The role of consumption communities in brand value co-creation and co-destruction - Daniele Dalli
Chapter 25: Internal branding for practice and research: guidance for its definition, implementation, and outcomes measurement - David Barros-Arrieta
Chapter 26: Unraveling the Complexity of Brand Performance: Holistic Framework and Practical Guidelines - M. Berk Ataman, Koen Pauwels, Burcu Sezen
Chapter 27: An overview of brand metrics - monitoring brand's competitive standing - Jacek Kall
Part Five: Contemporary Issues in Brand Management
Chapter 28: Brand Morality: A Critical Review And Contemporary Challenges - Yunyi Wei, Kokho (Jason) Sit, Yuksel Ekinci
Chapter 29: Brand social responsibility - Bianca Grohmann
Chapter 30: Diversity, equity and inclusion (DEI) and branding - Zoe Lee, Rossella C. Gambetti, Sharifah Alwi
Chapter 31: Brands in the firing line: unveiling the cultural controversies of contemporary brand activism - Angela A. Beccanulli, Silvia Biraghi, Rossella C. Gambetti
Chapter 32: Branding For Impact In Nonprofit Organizations: Understanding The Strategies - Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes
Chapter 33: Brand Happiness as a Promising Brand Asset - Important Empirical Insights - Manfred Bruhn, Stefanie Stilz, Anja Zimmermann
Chapter 34: Technology-augmented brand management - Saleh Bazi
Chapter 35: "The Influencer Effect: Mapping Influencer Marketing in Brand Management" - Martina Quadri, Liselot Hudders
Chapter 36: Play Smart, Win Big: How Game Elements Can Benefit Brands - Laurence Dessart, Lisa Baiwir
Part Six: Future Directions in Brand Management
Chapter 37: Augmenting Brands: Harnessing Artificial Intelligence for Brand Management - Yang Cheng, Mengge Yang, Chen Lin
Chapter 38: Branding and Ageing Consumers: Breaking the Stereotype - Carolyn Wilson-Nash
Chapter 39: Becoming conscientious: how brands can shape a better world - Nicholas Ind, Michela Mingione, Oriol Iglesias
