Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.

Inhalt

Section - ONE: Introduction - the foundations of brand management; Chapter - 01: What is a brand? Key concepts and definitions; Chapter - 02: The evolution of branding; Chapter - 03: Research streams in branding; Section - TWO: Building brands - principles and applications; Chapter - 04: Key elements of a brand; Chapter - 05: Brand loyalty and brand equity; Chapter - 06: Brand positioning; Chapter - 07: Brand communication; Chapter - 08: Brand engagement; Chapter - 09: Brand extension; Chapter - 10: Brand alliances and cobranding; Chapter - 11: Brand architecture and corporate branding; Section - THREE: Managing contemporary brands; Chapter - 12: Managing negative brand events and crisis; Chapter - 13: Luxury branding; Chapter - 14: Sensory branding and neuromarketing; Chapter - 15: Social media branding and digital brand analytics; Chapter - 16: Global and cross-cultural branding; Chapter - 17: Brands and societal responsibility