Brand management
principles and applications for effective branding
- ISBN: 9781398611580
- Editorial: Kogan Page Ltd.
- Fecha de la edición: 2024
- Lugar de la edición: London. Reino Unido
- Encuadernación: Rústica
- Medidas: 24 cm
- Nº Pág.: 344
- Idiomas: Inglés
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.
PART ONE Introduction
the foundations of brand management
01 Brand
the concept and meanings
Overview
Key learning outcomes
How does a product become a brand?
Brand definitions and meanings
What can be branded?
The importance of brands for companies
Chapter summary
Key concepts
Exercise questions
Endnotes
02 The evolution of branding
Overview
Key learning outcomes
The evolution of the word 'brand'
The genesis of branding across ages Branding in the modern world
The future for brands
Chapter summary
Key concepts
Exercise questions
Endnotes
03 Research streams in branding
Overview
Key learning outcomes
How do consumers buy brands?
Why do consumers buy brands?
Chapter summary
Key concepts
Exercise questions
Endnotes
PART TWO Building brands
principles and applications
04 Brand features
Overview
Key learning outcomes
What are the essential values for brand features?
Brand features/assets
Creating brand appeals through a consistent brand feature strategy (CBFS) Chapter summary
Key concepts
Exercise questions
Endnotes
05 Brand loyalty and brand equity
Overview
Key learning outcomes
Relevance and definitions of brand loyalty
Scholarly beginnings
Different approaches to brand loyalty
Synthesizing the brand loyalty debate
What is brand equity?
Chapter summary
Key concepts
Exercise questions
Endnotes
06 Brand positioning
Overview
Key learning outcomes
What is the positioning of a brand?
Brand association, image and brand symbolism
Points of convergence and divergence
Perceptual map Segmentation bases and brand positioning
Chapter summary
Key concepts
Exercise questions
Endnotes
07 Brand communication
Overview
Key learning outcomes
Brand as the key communication tool
Theories in brand communication
Brands as communication signals
The interactive relationship between brand communication and individual identities
Brand communication and compensatory consumption in the digital age
Brand as tools for individual impression management
Chapter summary
Key concepts
Exercise questions
Endnotes
08 Consumer-brand relationships Overview
Key learning outcomes
Origins and concepts of consumer-brand relationships
Self-brand connection
Brand trust and brand commitment
Brand attachment
Brand love
Brand engagement and customer experience
Brand engagement via digital and social media
Chapter summary
Key concepts
Exercise questions
Endnotes
09 Brand extension
Overview
Key learning outcomes
What is brand extension and its role in brand management?
Types of brand extensions
category and line extensions
Drivers of brand extension
