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The Routledge Companion to Contemporary Brand Management

Edited by: Francesca Dall’Olmo Riley , Jaywant Singh , Charles Blankson

Print publication date:  July  2016
Online publication date:  July  2016

Print ISBN: 9780415747905
eBook ISBN: 9781315796789
Adobe ISBN: 9781317751588

 Cite  Marc Record

Book description

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.

Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. 

Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Table of contents

Prelims Download PDF
Chapter  1:  Brand definitions and conceptualizations Download PDF
Chapter  2:  Measuring the market performance of brands Download PDF
Chapter  3:  Consumer-based brand equity Download PDF
Chapter  4:  Brand valuation Download PDF
Chapter  5:  Brands and the self Download PDF
Chapter  6:  Brands and the society Download PDF
Chapter  7:  Dead brand walking Download PDF
Chapter  8:  Brand architecture design and brand naming decisions Download PDF
Chapter  9:  Strategic brand alliances Download PDF
Chapter  10:  Brand extensions Download PDF
Chapter  11:  A brand culture perspective on global brands Download PDF
Chapter  12:  Positioning a brand Download PDF
Chapter  13:  New brands: performance and measurement Download PDF
Chapter  14:  Brand building via integrated marketing communications Download PDF
Chapter  15:  Sensory aspects of branding Download PDF
Chapter  16:  Building brands via corporate social responsibility  Download PDF
Chapter  17:  Branding and digital analytics Download PDF
Chapter  18:  Looking at the future of B2B branding Download PDF
Chapter  19:  Towards a better understanding of the ethical brand and its management Download PDF
Chapter  20:  Not-for-profit branding Download PDF
Chapter  21:  Strategic employer branding Download PDF
Chapter  22:  Internal branding Download PDF
Chapter  23:  Brand culture, halal and the critical Islamic imperative Download PDF
Chapter  24:  Branding the entire entity Download PDF
Chapter  25:  Branding in emerging markets Download PDF
Chapter  26:  Branding in the base of the pyramid Download PDF
Chapter  27:  Guinness in Africa Download PDF
Chapter  28:  Branding higher education Download PDF
Chapter  29:  Political branding Download PDF
Chapter  30:  Arts branding Download PDF
Chapter  31:  From nation to neighbourhood Download PDF
Chapter  32:  The challenges of luxury branding Download PDF
Chapter  33:  Retail branding Download PDF
Chapter  34:  Service branding Download PDF
Chapter  35:  Branding financial services Download PDF
Chapter  36:  Branding in sports Download PDF
Chapter  37:  Franchise brand management from a knowledge perspective Download PDF
Index Download PDF
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