The Routledge Companion to Contemporary Brand Management 1st Edition Francesca Dall’Olmo Riley 1317751574 9781317751571

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Product details:

• ISBN 10: 1317751574
• ISBN 13: 9781317751571
• Author: Francesca Dall’Olmo Riley

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Table of contents:

PART I What is a brand and how do we measure its market performance?

1 Brand definitions and conceptualizations The debate—Francesca Dall’Olmo Riley

2 Measuring the market performance of brands Applications in brand management—Jaywant Singh and Mark Uncles

3 Consumer-based brand equity—Sally Baalbaki and Francisco Guzmán

4 Brand valuation Principles, applications and latest developments—Gabriela Salinas

5 Brands and the self—Russell Belk

6 Brands and the society—Paurav Shukla

7 Dead brand walking On the paradoxes and perversities of branding—Stephen Brown

PART II Strategic brand management

8 Brand architecture design and brand naming decisions—C. Whan Park, Deborah J. MacInnis and Andreas B. Eisingerich

9 Strategic brand alliances Research advances and practical applications—Jaywant Singh, La Toya Quamina and Stavros P. Kalafatis

10 Brand extensions—Ceren Hayran and Zeynep Gürhan-Canli

11 A brand culture perspective on global brands—Jonathan Schroeder, Janet Borgerson and Zhiyan Wu

12 Positioning a brand—Charles Blankson

13 New brands: performance and measurement—Jaywant Singh and Malcolm Wright

PART III Managing brand communication

14 Brand building via integrated marketing communications—William K. Darley

15 Sensory aspects of branding—Dipayan Biswas

16 Building brands via corporate social responsibility—Adam Lindgreen, François Maon and Christine Vallaster

17 Branding and digital analytics—Laurence-Helene Borel and George Christodoulides

PART IV Branding to different audiences

18 Looking at the future of B2B branding—Johnny L. Graham and Susan M. Mudambi

19 Towards a better understanding of the ethical brand and its management—Katja H. Brunk

20 Not-for-profit branding—Helen Stride

21 Strategic employer branding Current domain, future directions—Lara Moroko and Mark D. Uncles

22 Internal branding Dissecting, re-analysing and re-directing the literature—Bill Merrilees

23 Brand culture, halal and the critical Islamic imperative—Jonathan A. J. Wilson

24 Branding the entire entity Corporate branding—Stuart Roper

25 Branding in emerging markets—Suraksha Gupta, Shivani Garg and Kavita Sharma

26 Branding in the base of the pyramid Bases for country and organizations in Ghana—Stanley Coffie and Joseph Darmoe

27 Guinness in Africa Contemporary branding at the base of the pyramid—Samuel K. Bonsu and Delphine Godefroit-Winkel

PART V Branding different entities/products

28 Branding higher education—Bang Nguyen, Jane Hemsley-Brown and T. C. Melewar

29 Political branding The case of the Scottish Referendum 2014—Camille Lannoy, Paul Baines and Roger Mortimore

30 Arts branding—Daragh O’Reilly and Finola Kerrigan

31 From nation to neighbourhood Branding and marketing places—Nicolas Papadopoulos, Leila Hamzaoui-Essoussi and José I. Rojas-Méndez

32 The challenges of luxury branding—Jean-Noël Kapferer

33 Retail branding—Steve Burt and Leigh Sparks

34 Service branding Enabling, making and delivering promises—Roderick J. Brodie

35 Branding financial services—James Devlin

36 Branding in sports—Gerd Nufer, André Bühler and Simon Chadwick

37 Franchise brand management from a knowledge perspective—Audhesh K. Paswan, Sua Jeon, Pramod Iyer

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