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.

part |106 pages

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

chapter |10 pages

Brand definitions and conceptualizations

The debate 1
ByFrancesca Dall’Olmo Riley

chapter |19 pages

Measuring the market performance of brands

Applications in brand management
ByJaywant Singh, Mark Uncles

chapter |16 pages

Consumer-based brand equity

BySally Baalbaki, Francisco Guzmán

chapter |20 pages

Brand valuation

Principles, applications and latest developments
ByGabriela Salinas

chapter |11 pages

Brands and the self

ByRussell Belk

chapter |13 pages

Brands and the society

ByPaurav Shukla

chapter |15 pages

Dead brand walking

On the paradoxes and perversities of branding
ByStephen Brown

part |91 pages

Strategic brand management

chapter |11 pages

Brand architecture design and brand naming decisions

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

chapter |16 pages

Strategic brand alliances

Research advances and practical applications
ByJaywant Singh, La Toya Quamina, Stavros P. Kalafatis

chapter |17 pages

Brand extensions

ByCeren Hayran, Zeynep Gürhan-Canli

chapter |11 pages

A brand culture perspective on global brands

ByJonathan Schroeder, Janet Borgerson, Zhiyan Wu

chapter |22 pages

Positioning a brand

ByCharles Blankson

chapter |12 pages

New brands: performance and measurement

ByJaywant Singh, Malcolm Wright

part |70 pages

Managing brand communication

chapter |17 pages

Brand building via integrated marketing communications

ByWilliam K. Darley

chapter |10 pages

Sensory aspects of branding

ByDipayan Biswas

chapter |27 pages

Building brands via corporate social responsibility 1

ByAdam Lindgreen, François Maon, Christine Vallaster

chapter |14 pages

Branding and digital analytics

ByLaurence-Helene Borel, George Christodoulides

part |135 pages

Branding to different audiences

chapter |9 pages

Looking at the future of B2B branding

ByJohnny L. Graham, Susan M. Mudambi

chapter |15 pages

Not-for-profit branding

ByHelen Stride

chapter |15 pages

Strategic employer branding

Current domain, future directions
ByLara Moroko, Mark D. Uncles

chapter |14 pages

Internal branding

Dissecting, re-analysing and re-directing the literature
ByBill Merrilees

chapter |16 pages

Brand culture, halal and the critical Islamic imperative

ByJonathan A. J. Wilson

chapter |12 pages

Branding the entire entity

Corporate branding
ByStuart Roper

chapter |12 pages

Branding in emerging markets

BySuraksha Gupta, Shivani Garg, Kavita Sharma

chapter |13 pages

Branding in the base of the pyramid

Bases for country and organizations in Ghana
ByStanley Coffie, Joseph Darmoe

chapter |13 pages

Guinness in Africa

Contemporary branding at the base of the pyramid
BySamuel K. Bonsu, Delphine Godefroit-Winkel

part |162 pages

Branding different entities/products

chapter |16 pages

Branding higher education

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

chapter |25 pages

Political branding

The case of the Scottish Referendum 2014
ByCamille Lannoy, Paul Baines, Roger Mortimore

chapter |10 pages

Arts branding

ByDaragh O’Reilly, Finola Kerrigan

chapter |15 pages

From nation to neighbourhood

Branding and marketing places
ByNicolas Papadopoulos, Leila Hamzaoui-Essoussi, José I. Rojas-Méndez

chapter |19 pages

The challenges of luxury branding

ByJean-Noël Kapferer

chapter |17 pages

Retail branding

BySteve Burt, Leigh Sparks

chapter |15 pages

Service branding

Enabling, making and delivering promises
ByRoderick J. Brodie

chapter |12 pages

Branding financial services

ByJames Devlin

chapter |16 pages

Branding in sports

ByGerd Nufer, André Bühler, Simon Chadwick

chapter |15 pages

Franchise brand management from a knowledge perspective

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