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Contemporary Brand Management

Contemporary Brand Management

First Edition

March 2014 | 272 pages | SAGE Publications, Inc
Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.
Chapter 1: How Brands Work
Chapter 2: Brand Equity and Brand Value
Chapter 3: Brand Positioning
Chapter 4: Building a New Brand
Chapter 5: Managing an Established Brand
Chapter 6: Brand Extension
Chapter 7: International Brand Expansion
Chapter 8: Brand Acquisition and Portfolios
Chapter 9: Summary and New Extensions


Instructor Teaching Site
Calling all instructors!

It’s easy to log on to SAGE’s password-protected Instructor Teaching Site at for complete and protected access to all text-specific Instructor Resources for [author, title, edition]. Simply provide your institutional information for verification and within 72 hours you’ll be able to use your login information for any SAGE title!

Password-protected Instructor Resources include the following:
  • A Microsoft® Word® test bank is available containing multiple choice, true/false, short answer, and essay questions for each chapter. The test bank provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
  • A Respondus electronic test bank is available and can be used on PCs. The test bank contains multiple choice, true/false, short answer, and essay questions for each chapter and provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding. Respondus is also compatible with many popular learning management systems so you can easily get your test questions into your online course.
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. Highlight essential content, features, and artwork from the book.
  • The Instructor Teaching Site includes complete answers to all in-text questions.
  • Lecture notes summarize key concepts on a chapter-by-chapter basis to help with preparation for lectures and class discussions.
  • Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content. 
  • Additional readings provide a jumping-off point for course assignments, papers, research, group work, and class discussion.
  • Sample course syllabi for semester and quarter courses provide suggested models for use when creating the syllabi for your courses.

Clear and concise text

Professor John Deats
Continuing and Professional Studies, New York University
December 17, 2014

Brand Management is a very diverse area, there are different approaches, perspectives, models. Besides, it also touches lot of disciplines like Marketing and Graphic Design.
As a lecturer on Brand Management, I found it hard to navigate among the corpus, and selecting the most readable sources, authors, and models for undergraduate students. Also, i wanted something that combined academic theory with real world perspective. I think this book has got it, and i'll recommend it to my students.

Mr Paulo Lourenzo
Escola Superior de Turismo e Tecnologia do Mar, Polytechnic Institute of Leiria
December 16, 2014

Perfect fit for my undergraduate brand development and management course.

Dr Thomas Loper
School of Management & Social Justice, Bay Path College-Longmeadow
November 3, 2014

This is the most concise and focused text about contemporary elements of branding and brand management.

Dr Vish Maheshwari
Leeds Business School, Leeds Beckett University
October 6, 2014

This book is essential for marketing students who prefer to detail in branding.The book is not only present the branding theory, but also show the practical implication step-by-step. For technical terms, this book provide a very clear definition more than other book I've ever read. So, I recommend all marketing students to buy this book for extending your knowledge in branding.

Dr Teerasak Jindabot
Business Administration , Prince of Songkla Univ.
September 7, 2014

Great book with lots of supporting examples. Topics covered matched our syllabus.

Dr Mo Willan
August 13, 2014

a) A very practical and useful textbook
b) Very plausible text and cases
c) Would like to see some opportunity for us lecturers to interact with the author
d) Recommend that book not only to my students

Dr Michael Schon
Social Science, Escola Superior de Turismo e Tecnologia do Mar
August 12, 2014

Very good book for introducing students to key elements in branding.

Thordur Sverrisson
Department of Business Administration, University of Iceland
June 11, 2014

This is a concise book about branding. Is action directed and the themes are debated briefly but with relevant information.

Professor Alvaro Dias
Management, Instituto Superior de Gestão
April 11, 2014

Sample Materials & Chapters

Chapter 1

Chapter 2

For instructors

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