Brand Management: Principles and Applications for Effective Branding - Softcover

Singh, Jaywant; Shukla, Paurav

Softcover

ISBN 10: 1398611581 ISBN 13: 9781398611580

Publisher: Kogan Page, 2024

Synopsis

How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook.

Brand Management 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. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers 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 including 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.

About this title

About the Authors

Jaywant Singh is Professor of Marketing and Head of the Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour and focusses on examining how people react to brands espousing social causes, corporate brand crisis communication and the impact of social media and services. His work has been published in leading academic journals and he also regularly provides consultancy to organizations on branding and consumer behaviour-related issues.

Paurav Shukla is Professor of Marketing and Head of Research at the Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing with a particular focus on emerging markets. His career began in industry, and he continues to consult with corporate organizations, including not for profits. He has published many articles in top-tier academic journals and has been regularly quoted in the mainstream press.

Edition details

• Publisher: Kogan Page
• Publication date: 2024
• Language: English
• ISBN 10: 1398611581
• ISBN 13: 9781398611580
• Binding: Paperback
• Edition number: 1
• Number of pages: 344