Jaywant Singh is Professor of Marketing and Head of Research at the Department of Digital and Data Driven Marketing at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour. Paurav Shukla is Professor of Marketing and Head of Digital and Data Driven Marketing Department at the Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing.

Texte du rabat

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.

Contenu

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