Table of Contents
Editors' Foreword
Section A: What is a brand and how do we measure its market performance?
1. Brand Definitions and Conceptualisations: The debate
2. Measuring the Market Performance of Brands: Applications in brand management
3. Consumer Based Brand Equity
4. Brand Valuation: Principles, applications and latest developments
5. Brands and the Self
6. Brand and the Society
7. Dead Brand Walking: On the paradoxes and perversities of branding
Section B: Strategic Brand Management
8. Brand Architecture Design and Brand Naming Decisions
9. Strategic Brand Alliances
10. Brand Extensions
11. A Brand Culture Perspective on Global Brands
12. Positioning a Brand
13. New Brands: Performance and measurement
Section C: Managing Brand Communication
14. Brand Building via Integrated Marketing Communications
15. Sensory Aspects of Branding
16. Building Brand via Corporate Social Responsibility
17. Digital Branding and Analytics
Section D: Branding to Different Audiences
18. Looking at the Future of B2B Branding
19. Towards a Better Understanding of the Ethical Brand and its Management
20. Not-for-Profit Branding
21. Strategic Employer Brands: Current domain, future directions
22. Internal Branding: Dissecting, re-analysing and re-directing the literature
23. Brand Culture, Halal and the Critical Islamic Imperative
24. Branding the Entire Entity: Corporate branding
25. Branding in the Emerging Markets
26. Branding in the Base of the Pyramid: Bases for country and organizations in Ghana
27. Guinness in Africa: Contemporary branding at the base of the pyramid
Section E: Branding Different Entities/Products
28. Branding Higher Education
29. Political Branding: The case of the Scottish referendum 2014
30. Arts Branding
31. From Nation to Neighbourhood: Branding and marketing places
32. The Challenges of Luxury Branding
33. Retail Branding
34. Service Branding: Enabling, making and delivering promises
35. Branding Financial Services
36. Branding in Sports
37. Franchise Brand Management from a Knowledge Perspective