Full Description

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.

Table of Contents

Editors' Foreword (Francesca Dall’Olmo Riley, Jaywant Singh, Charles Blankson)

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

1. Brand Definitions and Conceptualisations: The debate (Francesca Dall’Olmo Riley)

2. Measuring the Market Performance of Brands: Applications in brand management (Jaywant Singh and Mark Uncles)

3. Consumer Based Brand Equity (Sally Baalbaki and Francisco Guzman)

4. Brand Valuation: Principles, applications and latest developments (Gabriela Salinas)

5. Brands and the Self (Russell Belk)

6. Brand and the Society (Paurav Shukla)

7. Dead Brand Walking: On the paradoxes and perversities of branding (Stephen Brown)

Section B: Strategic Brand Management

8. Brand Architecture Design and Brand Naming Decisions (Choong Whan Park, Deborah J. MacInnis & Andreas Eisingerich)

9. Strategic Brand Alliances (Jaywant Singh, La Toya Quamina and Stavros Kalafatis)

10. Brand Extensions (Ceren Hayran and Zeynep Gürhan Canli)

11. A Brand Culture Perspective on Global Brands (Jonathan Schroeder, Janet Borgerson and Zhiyan Wu)

12. Positioning a Brand (Charles Blankson)

13. New Brands: Performance and measurement (Jaywant Singh and Malcolm Wright)

Section C: Managing Brand Communication

14. Brand Building via Integrated Marketing Communications (William Darley)

15. Sensory Aspects of Branding (Dipayan Biswas)

16. Building Brand via Corporate Social Responsibility (Adam Lindgreen, François Maon and Christine Vallaster)

17. Digital Branding and Analytics (Laurence-Helene Borel and George Christodoulides)

Section D: Branding to Different Audiences

18. Looking at the Future of B2B Branding (Johnny Graham and Susan Mudambi)

19. Towards a Better Understanding of the Ethical Brand and its Management (Katja Brunk)

20. Not-for-Profit Branding (Helen Stride)

21. Strategic Employer Brands: Current domain, future directions (Lara Moroko and Mark Uncles)

22. Internal Branding: Dissecting, re-analysing and re-directing the literature (Bill Merrilees)

23. Brand Culture, Halal and the Critical Islamic Imperative (Jonathan Wilson)

24. Branding the Entire Entity: Corporate branding (Stuart Roper)

25. Branding in the Emerging Markets (Suraksha Gupta, Shivani Garg and Kavita Sharma)

26. Branding in the Base of the Pyramid: Bases for country and organizations in Ghana (Stanley Coffie and Joseph Darmoe)

27. Guinness in Africa: Contemporary branding at the base of the pyramid (Samuel Bonsu Delphine Godefroit-Winkel)

Section E: Branding Different Entities/Products

28. Branding Higher Education (Bang Nguyen, Jane Hemsley-Brown and T.C. Melewar)

29. Political Branding: The case of the Scottish referendum 2014 (Camille Lannoy, Paul Baines and Roger Mortimore)

30. Arts Branding (Daragh O'Reilly and Finola Kerrigan)

31. From Nation to Neighbourhood: Branding and marketing places (Nicolas Papadopoulos, Leila Hamzaoui-Essoussi, José I. Rojas-Méndez)

32. The Challenges of Luxury Branding (JN Kapferer)

33. Retail Branding (Steve Burt and Leigh Sparks)

34. Service Branding: Enabling, making and delivering promises (Roderick J. Brodie)

35. Branding Financial Services (James Devlin)

36. Branding in Sports (Gerd Nufer, André Bühler & Simon Chadwick)

37. Franchise Brand Management from a Knowledge Perspective (Audhesh K. Paswan, Sua Jeon, Pramod Iyer, Retno Tanding Suryandari)