Brand Management: Principles and Applications for Effective Branding

Brand Management provides a comprehensive and practical guide to brand management, covering key definitions, elements, loyalty, positioning, communication, and measurement, with case studies and examples from leading brands. It explores new and emerging topics such as brand crisis, responsibilities, and digital brand analytics, and is supported by learning outcomes, in practice boxes, key concepts, and discussion questions, as well as online resources. It is essential for undergraduate and postgraduate students of brand management.

Format: Hardback
Length: 344 pages
Publication date: 03 May 2024
Publisher: Kogan Page Ltd

Brand Management is a comprehensive and practical guide to the creation and measurement of brand value. It explores various aspects of branding, including key definitions, elements, loyalty, positioning, and communication, and provides an operationalized focus on measuring brand equity, co-branding, and brand architecture. With case studies and examples from leading brands such as Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga, and Netflix, the book covers new and emerging topics such as managing brand crisis, brands' responsibilities, and digital brand analytics. It is supported by learning outcomes, in practice boxes, key concepts, and discussion questions, and online resources consisting of lecture slides. This textbook is essential for undergraduate and postgraduate students of brand management.
Brand Management is a comprehensive and practical guide to the creation and measurement of brand value. It explores various aspects of branding, including key definitions, elements, loyalty, positioning, and communication, and provides an operationalized focus on measuring brand equity, co-branding, and brand architecture. With case studies and examples from leading brands such as Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga, and Netflix, the book covers new and emerging topics such as managing brand crisis, brands' responsibilities, and digital brand analytics. It is supported by learning outcomes, in practice boxes, key concepts, and discussion questions, and online resources consisting of lecture slides. This textbook is essential for undergraduate and postgraduate students of brand management.

Brand Management is a multidisciplinary field that combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal, and socio-cultural contexts to cover all the key aspects of brand management. It explores areas such as the key definitions and elements of branding, brand loyalty and positioning, and brand communication, offering an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding, and brand architecture.

Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga, and Netflix, Brand Management also examines new and emerging topics such as managing brand crisis, brands' responsibilities, and digital brand analytics. It is supported by a range of features such as learning outcomes, in practice boxes, key concepts, and discussion questions, and online resources consisting of lecture slides.

This is an indispensable textbook for undergraduate and postgraduate students of brand management.

Brand Management is a comprehensive and practical guide to the creation and measurement of brand value. It explores various aspects of branding, including key definitions, elements, loyalty, positioning, and communication, and provides an operationalized focus on measuring brand equity, co-branding, and brand architecture. With case studies and examples from leading brands such as Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga, and Netflix, the book covers new and emerging topics such as managing brand crisis, brands' responsibilities, and digital brand analytics. It is supported by learning outcomes, in practice boxes, key concepts, and discussion questions, and online resources consisting of lecture slides. This textbook is essential for undergraduate and postgraduate students of brand management.

Dimension: 240 x 170 (mm)
ISBN-13: 9781398611603