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• Cover
• Endorsements
• Titlepage
• Contents
• List of figures and tables
• Figures
• Tables
• Walkthrough of textbook features and online resources
• PART ONE Introduction – the foundations of brand management
• 01 Brand – the concept and meanings
• Overview
• Key learning outcomes
• How does a product become a brand?
• Brand definitions and meanings
• What can be branded?
• The importance of brands for companies
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 02 The evolution of branding
• Overview
• Key learning outcomes
• The evolution of the word ‘brand’
• The genesis of branding across ages
• Branding in the modern world
• The future for brands
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 03 Research streams in branding
• Overview
• Key learning outcomes
• How do consumers buy brands?
• Why do consumers buy brands?
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• PART TWO Building brands – principles and applications
• 04 Brand features
• Overview
• Key learning outcomes
• What are the essential values for brand features?
• Brand features/assets
• Creating brand appeals through a consistent brand feature strategy (CBFS)
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 05 Brand loyalty and brand equity
• Overview
• Key learning outcomes
• Relevance and definitions of brand loyalty
• Scholarly beginnings
• Different approaches to brand loyalty
• Synthesizing the brand loyalty debate
• What is brand equity?
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 06 Brand positioning
• Overview
• Key learning outcomes
• What is the positioning of a brand?
• Brand association, image and brand symbolism
• Points of convergence and divergence
• Perceptual map
• Segmentation bases and brand positioning
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 07 Brand communication
• Overview
• Key learning outcomes
• Brand as the key communication tool
• Theories in brand communication
• Brands as communication signals
• The interactive relationship between brand communication and individual identities
• Brand communication and compensatory consumption in the digital age
• Brand as tools for individual impression management
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 08 Consumer-brand relationships
• Overview
• Key learning outcomes
• Origins and concepts of consumer-brand relationships
• Self-brand connection
• Brand trust and brand commitment
• Brand attachment
• Brand love
• Brand engagement and customer experience
• Brand engagement via digital and social media
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 09 Brand extension
• Overview
• Key learning outcomes
• What is brand extension and its role in brand management?
• Types of brand extensions – category and line extensions
• Drivers of brand extension
• Advantages and disadvantages of brand extension
• Brand extension – spillover effects
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 10 Brand alliance or co-branding
• Overview
• Key learning outcomes
• Defining co-branding
• Benefits and risks of co-branding
• Conditions for the success of co-branding
• Psychological mechanisms of co-branding
• Social cause-brand alliance
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 11 Brand portfolio management
• Overview
• Key learning outcomes
• What is brand portfolio?
• Managing brand portfolio
• Managing brand equity across the portfolio
• Tactical management of brand portfolio
• Corporate branding
• Managing corporate brands
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• PART THREE Managing contemporary brands
• 12 Managing negative events for brands
• Overview
• Key learning outcomes
• Brand crises and reputation management
• Theoretical framework for brand crisis type identification and response
• Product-harm crises
• Brand transgression
• Service brand failure and recovery
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 13 Luxury branding
• Overview
• Key learning outcomes
• The unique context of luxury branding
• What makes a product a luxury brand?
• Luxury brand signalling, symbolism and value perceptions
• Contemporary growth challenges for luxury brands
• Digitalizing luxury
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 14 Sensory branding and neuromarketing
• Overview
• Key learning outcomes
• The role of human sensory perceptions
• Types of sensory influences in branding
• Crossmodal sensory perceptions
• Ethics of sensory marketing and branding
• Neuromarketing
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 15 Branding on social media and digital brand analytics
• Overview
• Key learning outcomes
• The advent of social media branding
• Creating and enhancing brand engagement through social media
• The role of social media influencers in brand building
• The dos and don’ts of branding on social media
• Understanding brand social media analytics
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• 16 Global and cross-cultural branding
• Overview
• Key learning outcomes
• Branding in the global environment
• The role of culture in branding
• Standardization vs customization
• ‘Born-global’ brands in the digital age
• The role of brands’ country of origin
• Chapter summary
• Key concepts
• Exercise questions
• Endnotes
• Index
• Endmatter
• Endmatter
• Copyright