- Covers a range of popular and novel branding concepts and perspectives to offer a comprehensive and multi-dimensional approach to branding
- Examines cutting-edge topics such as managing brand crisis, digital brand analytics, as well as sensory branding and neuromarketing
- Contains case studies from international brands including Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix
- Supported by pedagogical features which include learning outcomes, 'in practice' boxes, key concepts and discussion questions
- Online resources: lecture slides for each chapter and an instructors' manual with further case studies and exercises
Brand Management
Principles and Applications for Effective Branding
Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.
Key features at a glance
Temporarily Unavailable
EAN: 9781398611580
Edition: 1
Published:
Format: 240x170
344 pages
About the book
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.
About the authors
Jaywant Singh is Professor of Marketing and Head of Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour.
Paurav Shukla is Professor of Marketing and Head of Research at Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing.
In an era where marketing is everything and branding is the core of marketing, the importance of this book cannot be overstated. The two accomplished marketing academics, Jaywant Singh and Paurav Shukla, offer an authoritative and comprehensive discussion of all aspects of branding that makes this book a must-read for business students and practitioners alike.
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