The Routledge Companion to Contemporary Brand Management

ISBN-13: 9781032242392 / Angielski / Miękka / 2021 / 616 str.

Francesca Dall'olmo Riley; Jaywant Singh; Charles Blankson

Opis

As the first comprehensive book on brand management, the book brings together original contributions from academics and professionals from around the world, on a wide range of branding and brand management issues. Essential reading for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing an

Spis treści

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

O autorze

Francesca Dall'Olmo Riley is Professor of Brand Management at Kingston Business School, UK. She has published in The Journal of Business Research, International Journal of Research in Marketing, Journal of Advertising Research and Journal of Marketing Management. She is Associate Editor of the Journal of Marketing Management.

Jaywant Singh is Professor of Marketing at Kingston Business School, Kingston University London, UK. He has published, amongst others, in the Journal of Business Research, Marketing Letters, Journal of Advertising Research, Industrial Marketing Management, Journal of Business Ethics, and European Journal of Marketing.

Charles Blankson (Ph.D. Kingston University, UK) is an Associate Professor of Marketing in the Department of Marketing, University of North Texas, Denton, Texas, USA. He has published in Journal of Advertising Research, Journal of Business Research, Industrial Marketing Management, Journal of Public Policy & Marketing.