The Routledge companion to contemporary brand management / edited by Francesca Dall'Olmo Riley, Jaywant Singh and Charles Blankson
- Published:
- London : Routledge, 2016.
- Edition:
- First edition.
- Physical Description:
- 1 online resource (xxxii, 583 pages) : illustrations
- Additional Creators:
- Dall'Olmo Riley, Francesca, Singh, Jaywant, and Blankson, Charles
Access Online
- Series:
- Contents:
- Machine generated contents note: pt. 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 / Mark Uncles -- 3.Consumer-based brand equity / Francisco Guzman -- 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 -- pt. II Strategic brand management -- 8.Brand architecture design and brand naming decisions / Andreas B. Eisingerich -- 9.Strategic brand alliances: research advances and practical applications / Stavros P. Kalafatis -- 10.Brand extensions / Zeynep Gurhan-Canli -- 11.A brand culture perspective on global brands / Zhiyan Wu -- 12.Positioning a brand / Charles Blankson -- 13.New brands: performance and measurement / Malcolm Wright -- pt. 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 / Christine Vallaster -- 17.Branding and digital analytics / George Christodoulides -- pt. IV Branding to different audiences -- 18.Looking at the future of B2B branding / 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 / Mark 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 / Kavita Sharma -- 26.Branding in the base of the pyramid: bases for country and organizations in Ghana / Joseph Darmoe -- 27.Guinness in Africa: contemporary branding at the base of the pyramid / Delphine Godefroit-Winkel -- pt. V Branding different entities/products -- 28.Branding higher education / T. C. Melewar -- 29.Political branding: the case of the Scottish referendum 2014 / Roger Mortimore -- 30.Arts branding / Finola Kerrigan -- 31.From nation to neighbourhood: branding and marketing places / Jose I. Rojas-Mendez -- 32.The challenges of luxury branding / Jean-Noel Kapferer -- 33.Retail branding / Leigh Sparks -- 34.Service branding: enabling, making and delivering promises / Roderick J. Brodie -- 35.Branding financial services / James Devlin -- 36.Branding in sports / Simon Chadwick -- 37.Franchise brand management from a knowledge perspective / Retno Tanding Suryandari.
- Summary:
- 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.
- Subject(s):
- ISBN:
- 9781317751588 (electronic bk.)
1317751582 (electronic bk.)
9781315796789 (ebook)
1315796783 - Note:
- What is a brand and how do we measure its market performance? Brand definitions and conceptualizations : the debate / Francesca Dall'Olmo Riley ; Measuring the market performance of brands : applications in brand management / Jaywant Singh and Mark Uncles ; Consumer-based brand equity / Sally Baalbaki and Francisco Guzmán ; Brand valuation : principles, applications and latest developments / Gabriela Salinas ; Brands and the self / Russell Belk ; Brands and the society / Paurav Shukla ; Dead brand walking : on the paradoxes and perversities of branding / Stephen Brown -- Strategic brand management. Brand architecture design and brand naming decisions / C. Whan Park, Deborah J. MacInnis and Andreas B. Eisingerich ; Strategic brand alliances : research advances and practical applications / Jaywant Singh, La Toya Quamina and Stavros P. Kalafatis ; Brand extensions / Ceren Hayran and Zeynep Gürhan-Canli ; A brand culture perspective on global brands / Jonathan Schroeder, Janet Borgerson and Zhiyan Wu ; Positioning a brand / Charles Blankson ; New brands : performance and measurement / Jaywant Singh and Malcolm Wright -- Managing brand communication. Brand building via integrated marketing communications / William K. Darley ; Sensory aspects of branding / Dipayan Biswas ; Building brands via corporate social responsibility / Adam Lindgreen, Franç̜ois Maon and Christine Vallaster ; Branding and digital analytics / Laurence-Helene Borel and George Christodoulides -- Branding to different audiences. Looking at the future of B2B branding / Johnny L. Graham and Susan M. Mudambi ; Towards a better understanding of the ethical brand and its management / Katja H. Brunk ; Not-for-profit branding / Helen Stride ; Strategic employer branding : current domain, future directions / Lara Moroko and Mark Uncles ; Internal branding : dissecting, re-analysing and re-directing the literature / Bill Merrilees ; Brand culture, halal and the critical Islamic imperative / Jonathan A. J. Wilson ; Branding the entire entity : corporate branding / Stuart Roper ; Branding in emerging markets / Suraksha Gupta, Shivani Garg and Kavita Sharma ; Branding in the base of the pyramid : bases for country and organizations in Ghana / Stanley Coffie and Joseph Darmoe ; Guinness in Africa : contemporary branding at the base of the pyramid / Samuel K. Bonsu and Delphine Godefroit-Winkel -- Branding different entities/products. Branding higher education / Bang Nguyen, Jane Hemsley-Brown and T. C. Melewar ; Political branding : the case of the Scottish referendum 2014 / Camille Lannoy, Paul Baines and Roger Mortimore ; Arts branding / Daragh O'Reilly and Finola Kerrigan ; From nation to neighbourhood : branding and marketing places / Nicolas Papadopoulos, Leila Hamzaoui-Essoussi and José I. Rojas-Méndez ; The challenges of luxury branding / Jean-Noë̈l Kapferer ; Retail branding / Steve Burt and Leigh Sparks ; Service branding : enabling, making and delivering promises / Roderick J. Brodie ; Branding financial services / James Devlin ; Branding in sports / Gerd Nufer, André Bühler and Simon Chadwick ; Franchise brand management from a knowledge perspective / Audhesh K. Paswan, Sua Jeon, Pramod Iyer and Retno Tanding Suryandari.
- Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 20049960