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The Routledge companion to contemporary brand management

Author: Francesca Dall'Olmo Riley; Jaywant Singh; Charles Blankson
Publisher: London ; New York : Routledge, Taylor & Francis Group, 2016.
Series: Routledge companions in business, management and accounting.
Edition/Format:   Print book : English : 1 editionView all editions and formats
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Document Type: Book
All Authors / Contributors: Francesca Dall'Olmo Riley; Jaywant Singh; Charles Blankson
ISBN: 9780415747905 0415747902
OCLC Number: 960492321
Notes: Editors' foreword -- Section A: What is a brand and how do we measure its market performance? -- Brand definitions and conceptualisations : the debate -- Measuring the market performance of brands : applications in brand management -- Consumer based brand equity -- Brand valuation: principles, applications and latest developments -- Brands and the self -- Brand and the society -- Dead brand walking: on the paradoxes and perversities of branding -- Section B: Strategic brand management -- Brand architecture design and brand naming decisions -- Strategic brand alliances -- Brand extensions -- A brand culture perspective on global brands -- Positioning a brand -- New brands : performance and measurement -- Managing brand communication -- Brand building via integrated marketing communications -- Sensory aspects of branding -- Building brand via corporate social responsibility -- Digital branding and analytics -- Branding to different audiences -- Looking at the future of B2B branding -- Towards a better understanding of the ethical brand and its management -- Not-for-profit branding -- Strategic employer brands : current domain, future directions -- Internal branding: dissecting, re-analysing and re-directing the literature -- Brand culture, halal and the critical Islamic imperative -- Branding the entire entity: corporate branding -- Branding in the emerging markets -- Branding in the base of the pyramid: bases for country and organizations in Ghana -- Guinness in Africa : contemporary branding at the base of the pyramid -- Section E: Branding different entities/products -- Branding higher education -- Political branding : the case of the Scottish referendum 2014 -- Arts branding -- From nation to neighbourhood : branding and marketing places -- The challenges of luxury branding -- Retail branding -- Service branding : enabling, making and delivering promises -- Branding financial services -- Branding in sports -- Franchise brand management from a knowledge perspective.
Description: xxxii, 583 pages : illustrations ; 26 cm.
Contents: PART I WHAT IS A BRAND AND HOW DO WE MEASURE ITS MARKET PERFORMANCE? p.1 --
1 Brand definitioııs and conceptualizatioııs: the debate, p.3 / Francesca Dall'Olmo Riley --
2 Measuring the market performance of brands: applicatious in brand management, p.13 / Jaywant Singh and Mark Uncles --
3 Consumer-based brand equity, p.32 / Sally Baalbaki and Francisco Cuzmau --
4 Brand valuation: principles, applications and latest developments, p.48 / Cabriela Salinas --
5 Brands and the self, p.68 / Russell Belk --
6 Brands and the society, p.79 / Paurau Shukla --
7 Dead brand walking: on the paradoxes and perversities of branding, p.92 / Stephen Broum --
PART II STRATEGIC BRAND MANAGEMENT p.107 --
8 Brand architecture design and brand naming decisions, p.109 / C. Whan Park, Deborah J. MacInnis and Andreas B. Eisingerich --
9 Strategic brand alliances: research advances and practical applications, p.120 / Jaywant Singh, La Toya Quamina and Stavros P. Kalafatis --
10 Brand extensions, p.136 / Ceren Hayran and Zeynep Gürhan-Canli --
11 A brand culture perspective on global brands, p.153 / Jonathan Sthroeder, Janet Borgerson and Zhiyan Wu --
12 Positioning a brand, p.164 / Charles Blankson --
13 New brands: perfornıance and measurement, p.186 / Jaywant Siııgh and Malcolm Wright --
PART III MANAGING BRAND COMMUNICATION p.199 --
14 Brand building via integrated marketing communications, p.201 / William K. Darley --
15 Sensory aspects of branding, p.218 / Dipayan Biswas --
16 Building brands via corporate social responsibility, p.228 / Adam Lindgreen, François Maon and Christine Vallaster --
17 Branding and digital analytics, p.255 --
Laurence-Helene Borel and George Christodoulides. PART IV BRANDING TO DIFFERENT AUDIENCES p.269 --
18 Looking at the future of B2B branding, p.271 / Johnny L. Graham and Susan M. Mudambi --
19 Towards a better understanding of the ethical brand and its management, p.280 / Katja H. Brunle --
20 Not-for-profıt branding, p.294 / Helm Sıride --
21 Strategic employer branding: current domain, future directions, p.309 / Lara Moroko and Mark Uncles --
22 Intemal branding: dissecting, re-analysing and re-directing the literature, p.324 / Bill Merrilees --
ç 23 Brand culture, halal and the critical Islamic imperative, p.338 / Jonathan A.J. Wilson --
24 Branding the entire entity: carporate branding, p.354 / Stuart Roper --
25 Branding in emerging markets, p.366 / Suraksha Gupta, Shivani Carg and Kavita Sharma --
26 Branding in the base of the pyramid: bases for country and organizations in Ghana, p.378 / Stanley Coffie and Joseph Darmoe --
27 Guinness in Africa: contemporary branding at the base of the pyramid, p.341 / Samuel K. Bonsu and Deiphine Godefroit- Winkel --
PART V BRANDING DIFFERENT ENTITIES / PRODUCTS p.405 --
28 Branding higher education, p.407 / Bang Nguven, Jane Hemslev-Brown and T.C. Melewar --
29 Political branding: the case of the Scottish referendum 2014, p.423 / Camille Lannoy, Paul Baines and Roger Mortimare --
30 Arts branding, p.448 / Daragh O' Reilly and Finola Kerrigan --
31 From nation to neighbourhood: branding and marketing places, p.458 / Nicolas Papadopoulos, Leila Hanızaoui-Essoussi and Jose I. Rojas-Mendes --
32 The challenges of luxury branding, p.473 / Jean-Noel Kapferer --
33 Retail branding, p.492 / Steve Burt and Leigh Sparks --
34 Service branding: enabling, making and delivering prornises, p.509 / Roderick J. Brodie --
35 Branding fınancial services, p.524 / James Devlin --
36 Branding in sports, p.536 / Gerd Nujer, Andre Buhler and Simon Clradwick --
37 Franchise brand management from a knowledge perspective, p.552 / Audhesh K. Paswan, Sua Jeon, Pramod Iyer and Retno Tanding Survandan --
Index, p.567.
Series Title: Routledge companions in business, management and accounting.
Responsibility: edited by Francesca Dall'Olmo Riley, Jaywant Singh and Charles Blankson.

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`The Routledge Companion to Contemporary Brand Management lives up to its name as a thoroughly up-to-date, comprehensive guide to some of the very latest and best thinking about brands and branding. Read more...

 
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