Managing Brands

Introduction

Part One Strategic Implications of Branding

Chapter 1 Introduction to Contemporary Brand Management

Chapter 2 Brand Equity and Brand Valuation

Chapter 3 Brand Building and Business Building

Chapter 4 Brands as Strategic Assets– Moving Up the Corporate Agenda

Part Two Managing Brands - Creating and Sustaining Brand Equity

Chapter 5 Brand Identity and Positioning

Chapter 6 Brand Architecture

Chapter 7 Brand Extension

Chapter 8 Managing Brands Across Life Cycle

Chapter 9 Building Brand and Corporate Reputation

Part Three The New Business Environment

Chapter 10 The New Competitive Environment and Branding

Chapter 11 Retail Brands vs. Manufacturer Brands

Chapter 12 Packaging Design and Branding for the Consumer

Chapter 13 Country of Origin Branding

Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today’s business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today’s brand manager, including:
• Brand equity- what brands are worth to companies and how they can be valued
• Building brands and building the business- how brands contribute the success of corporations and companies
• The role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding.