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The Future of Branding
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The Future of Branding

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© 2016 | 492 pages | SAGE Publications Pvt. Ltd

New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace.

Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes:

Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, , V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.

 
Preface
 
Acknowledgments
 
I: BRAND STRATEGY
Jean-Noel Kapferer
Selecting the Brand Architecture to Match Your Strategy
V. Kumar and Bharath Rajan
A Strategic Approach to Grow Profits: Defining, Measuring, and Maximizing Customer Value
Lluis Martinez-Ribes
Branding in Retail
 
II: BRAND BUILDING
Bernd Schmitt and Shi Zhang
Brand Identity: Brand Naming Process and Brand Linguistics in the International Context
Jean Yannis Suvatjis and Leslie de Chernatony
The Six-station Model of Corporate Identity: Developing and Assessing the Model
Kevin Lane Keller
Brand Development Processes and Planning
Bernd Schmitt
Managing the Brand Experience
Don E. Schultz
Rethinking Brand Development in an Interactive Marketplace
Vanessa M. Patrick and Henrik Hagtvedt
Luxury Brands
Gregory M Thomas
The Dynamics of Brand Trust
 
III: LEVERAGING BRANDS
Martin Roll
Branding and Emerging Markets
Jeffrey Parkhurst
Opportunities and Risks in Co-branding and Licensing
Kevin Lane Keller
Brand Revitalization
Srinivas Reddy and Anupam Jaju
Brand Identity Strategy for Mergers and Acquisitions
 
IV: BRAND PERFORMANCE MANAGEMENT
Werner Reinartz
The Great Debate: Managing Brands versus Managing Customers
Jeffery Andrien, Paul Benoit, and Philip C Zerrillo
Brand Imperative: Protecting Your Most Valuable Assets
S Cem Bahadir
Hidden Value of Brands: Brands in Mergers and Acquisitions
Rajendra K Srivastava
Role of Brands in Managing Innovation
 
Index

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ISBN: 9789351503163
£47.99