Contents:
pt. I. What is a brand and how do we measure its market performance?
pt. II. Strategic brand management
pt. III. Managing brand communication
pt. IV. Branding to different audiences
pt. V. Branding different entities/products. What is a brand and how do we measure its market performance? Brand definitions and conceptualizations : the debate / Francesca Dall'Olmo Riley
Measuring the market performance of brands : applications in brand management / Jaywant Singh and Mark Uncles
Consumer-based brand equity / Sally Baalbaki and Francisco Guzmán
Brand valuation : principles, applications and latest developments / Gabriela Salinas
Brands and the self / Russell Belk
Brands and the society / Paurav Shukla ; Dead brand walking : on the paradoxes and perversities of branding / Stephen Brown
Strategic brand management. Brand architecture design and brand naming decisions / C. Whan Park, Deborah J. MacInnis and Andreas B. Eisingerich
Strategic brand alliances : research advances and practical applications / Jaywant Singh, La Toya Quamina and Stavros P. Kalafatis ;
Brand extensions / Ceren Hayran and Zeynep Gürhan-Canli
A brand culture perspective on global brands / Jonathan Schroeder, Janet Borgerson and Zhiyan Wu ; Positioning a brand / Charles Blankson
New brands : performance and measurement / Jaywant Singh and Malcolm Wright
Managing brand communication. Brand building via integrated marketing communications / William K. Darley
Sensory aspects of branding / Dipayan Biswas ; Building brands via corporate social responsibility / Adam Lindgreen, Franç̜ois Maon and Christine Vallaster ; Branding and digital analytics / Laurence-Helene Borel and George Christodoulides
Branding to different audiences. Looking at the future of B2B branding / Johnny L. Graham and Susan M. Mudambi
Towards a better understanding of the ethical brand and its management / Katja H. Brunk
Not-for-profit branding / Helen Stride
Strategic employer branding : current domain, future directions / Lara Moroko and Mark Uncles
Internal branding : dissecting, re-analysing and re-directing the literature / Bill Merrilees
Brand culture, halal and the critical Islamic imperative / Jonathan A.J. Wilson
Branding the entire entity : corporate branding / Stuart Roper
Branding in emerging markets / Suraksha Gupta, Shivani Garg and Kavita Sharma ; Branding in the base of the pyramid : bases for country and organizations in Ghana / Stanley Coffie and Joseph Darmoe
Guinness in Africa : contemporary branding at the base of the pyramid / Samuel K. Bonsu and Delphine Godefroit-Winkel
Branding different entities/products. Branding higher education / Bang Nguyen, Jane Hemsley-Brown and T.C. Melewar
Political branding : the case of the Scottish referendum 2014 / Camille Lannoy, Paul Baines and Roger Mortimore
Arts branding / Daragh O'Reilly and Finola Kerrigan
From nation to neighbourhood : branding and marketing places / Nicolas Papadopoulos, Leila Hamzaoui-Essoussi and José I. Rojas-Méndez
The challenges of luxury branding / Jean-Noë̈l Kapferer
Retail branding / Steve Burt and Leigh Sparks
Service branding : enabling, making and delivering promises / Roderick J. Brodie
Branding financial services / James Devlin
Branding in sports / Gerd Nufer, André Bühler and Simon Chadwick
Franchise brand management from a knowledge perspective / Audhesh K. Paswan, Sua Jeon, Pramod Iyer and Retno Tanding Suryandari

Includes bibliographical references and index.