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The Routledge Companion to Contemporary Brand Management

Book

The Routledge Companion to Contemporary Brand Management

DOI link for The Routledge Companion to Contemporary Brand Management

The Routledge Companion to Contemporary Brand Management book

The Routledge Companion to Contemporary Brand Management

DOI link for The Routledge Companion to Contemporary Brand Management

The Routledge Companion to Contemporary Brand Management book

Edited ByFrancesca Dall'Olmo Riley, Jaywant Singh, Charles Blankson
Edition 1st Edition
First Published 2016
eBook Published 29 July 2016
Pub. Location London
Imprint Routledge
DOI https://doi.org/10.4324/9781315796789
Pages 616
eBook ISBN 9781315796789
Subjects Economics, Finance, Business & Industry
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Dall'Olmo Riley, F., Singh, J., & Blankson, C. (Eds.). (2016). The Routledge Companion to Contemporary Brand Management (1st ed.). Routledge. https://doi.org/10.4324/9781315796789

ABSTRACT

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 |2 pages

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

chapter 1|10 pages

Brand definitions and conceptualizations: the debate

ByFrancesca Dall’Olmo Riley

chapter 2|19 pages

Measuring the market performance of brands: applications in brand management

ByJaywant Singh, Mark Uncles

chapter 3|16 pages

Consumer-based brand equity

BySally Baalbaki, Francisco Guzmán

chapter 4|20 pages

Brand valuation: principles, applications and latest developments

ByGabriela Salinas

chapter 5|11 pages

Brands and the self

ByRussell Belk

chapter 6|13 pages

Brands and the society

ByPaurav Shukla

chapter 7|15 pages

Dead brand walking: on the paradoxes and perversities of branding

ByStephen Brown

part |2 pages

PART II Strategic brand management

chapter 8|11 pages

Brand architecture design and brand naming decisions

ByC. Whan Park, Deborah J. MacInnis, Andreas B. Eisingerich

chapter 9|16 pages

Strategic brand alliances: research advances and practical applications

ByJaywant Singh, La Toya Quamina, Stavros P. Kalafatis

chapter 10|17 pages

Brand extensions

ByCeren Hayran, Zeynep Gürhan-Canli

chapter 11|11 pages

A brand culture perspective on global brands

ByJonathan Schroeder, Janet Borgerson, Zhiyan Wu

chapter 12|22 pages

Positioning a brand

ByCharles Blankson

chapter 13|13 pages

New brands: performance and measurement

ByJaywant Singh, Malcolm Wright

part |2 pages

PART III Managing brand communication

chapter 14|17 pages

Brand building via integrated marketing communications

ByWilliam K. Darley

chapter 15|10 pages

Sensory aspects of branding

ByDipayan Biswas

chapter 16|27 pages

Building brands via corporate social responsibility

ByAdam Lindgreen, François Maon, Christine Vallaster

chapter 17|14 pages

Branding and digital analytics

ByLaurence-Helene Borel, George Christodoulides

part |2 pages

PART IV Branding to different audiences

chapter 18|9 pages

Looking at the future of B2B branding

ByJohnny L. Graham, Susan M. Mudambi

chapter 19|14 pages

Towards a better understanding of the ethical brand and its management

ByKatja H. Brunk

chapter 20|15 pages

Not-for-profit branding

ByHelen Stride

chapter 21|15 pages

Strategic employer branding: current domain, future directions

ByLara Moroko, Mark Uncles

chapter 22|14 pages

Internal branding: dissecting, re-analysing and re-directing the literature

ByBill Merrilees

chapter 23|16 pages

Brand culture, halal and the critical Islamic imperative

ByJonathan A. J. Wilson

chapter 24|12 pages

Branding the entire entity: corporate branding

ByStuart Roper

chapter 25|12 pages

Branding in emerging markets

BySuraksha Gupta, Shivani Garg, Kavita Sharma

chapter 26|13 pages

Branding in the base of the pyramid: bases for country and organizations in Ghana

ByStanley Coffie, Joseph Darmoe

chapter 27|14 pages

Guinness in Africa: contemporary branding at the base of the pyramid

part |2 pages

PART V Branding different entities/products

chapter 28|16 pages

Branding higher education

ByBang Nguyen, Jane Hemsley-Brown, T. C. Melewar

chapter 29|25 pages

Political branding: the case of the Scottish referendum 2014

ByCamille Lannoy, Paul Baines, Roger Mortimore

chapter 30|10 pages

Arts branding

ByDaragh O’Reilly and Finola Kerrigan

chapter 31|15 pages

From nation to neighbourhood: branding and marketing places

ByNicolas Papadopoulos, Leila Hamzaoui-Essoussi, José I. Rojas-Méndez

chapter 32|19 pages

The challenges of luxury branding

ByJean-Noël Kapferer

chapter 33|17 pages

Retail branding

BySteve Burt, Leigh Sparks

chapter 34|15 pages

Service branding: enabling, making and delivering promises

ByRoderick J. Brodie

chapter 35|12 pages

Branding financial services

ByJames Devlin

chapter 36|16 pages

Branding in sports

ByGerd Nufer, André Bühler, Simon Chadwick

chapter 37|15 pages

Franchise brand management from a knowledge perspective

ByAudhesh K. Paswan, Sua Jeon, Pramod Iyer, Retno Tanding Suryandari
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