Managing Brand: a contemporary perspective takes a fresh new look at brand
management and strategy and the pivotal role of branding in today's business environment.
Written for students of branding at undergraduate and
postgraduate levels, this book provides students with an incisive account of how
successful brands are created, built and managed. Clear and comprehensive coverage
examines the naming, design and packaging of a brand, how brand images and messages are
created, and the theory of positioning brands in the market. The text also tackles how to
successfully extend brands and manage brand portfolios, and sustain brands throughout
their life cycle.
Informed by the latest research and developments in
branding, this textbook also has an emphasis on the managerial, corporate and strategic
decisions facing today's brand manager, including:
Brand equity- what brands are worth to companies and
how they can be valued
Building brands and building the business- how brands contribute the success of
corporations and companies
The role of brands in building corporate reputation- harnessing the power of social
marketing and facing the challenges of ethical, environmental, and socially responsible
branding.
Table of Contents
Introduction
Part One Strategic Implications of Branding
Chapter 1 Introduction to Contemporary Brand Management
Chapter 2 Brand Equity and Brand Valuation
Chapter 3 Brand Building and Business Building
Chapter 4 Brands as Strategic Assets? Moving Up the Corporate Agenda
Part Two Managing Brands - Creating and Sustaining
Brand Equity
Chapter 5 Brand Identity and Positioning
Chapter 6 Brand Architecture
Chapter 7 Brand Extension
Chapter 8 Managing Brands Across Life Cycle
Chapter 9 Building Brand and Corporate Reputation
Part Three The New Business Environment
Chapter 10 The New Competitive Environment and Branding
Chapter 11 Retail Brands vs. Manufacturer Brands
Chapter 12 Packaging Design and Branding for the Consumer
Chapter 13 Country of Origin Branding
560 pages, Paperback