Brand Management - by Jaywant Singh & Paurav Shukla (Paperback)

About the Book

Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.

Book Synopsis

How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook.

Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture.

Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises.

This is an indispensable textbook for undergraduate and postgraduate students of brand management.

Review Quotes

"Brand Management provides a fresh and useful survey of branding concepts, research and applications. Progressing from the core ideas and historical origins of branding, the text proceeds to thoroughly cover modern scholarly research and contemporary industry applications. The work is an invaluable resource both for students learning about branding and for scholars requiring a comprehensive reference on work in the area."-- "Professor Malcolm Wright, FANZMAC MSA Charitable Trust Chair in Marketing, Massey Business School - Te Kura Whai Pakihi, Massey University, New Zealand"

"A comprehensive textbook that demystifies branding, offers actionable frameworks and shows how to apply them through a myriad of case studies."-- "Amitava Chattopadhyay, The GlaxoSmithKline Chaired Professor of Corporate Innovation, INSEAD, France"

"Dr Singh and Dr Shukla's Brand Management: Principles and Applications for Effective Branding offers a comprehensive guide to mastering the art of branding. Through its insightful exploration of brand principles and real-world applications, this book is an invaluable resource for marketers and business professionals aiming to enhance their brand strategy."-- "Dr Iain Brown, Head of Data Science, SAS Norther Europe"

"In an era where marketing is everything and branding is the core of marketing, the importance of this book cannot be overstated. The two accomplished marketing academics, Jaywant Singh and Paurav Shukla, offer an authoritative and comprehensive discussion of all aspects of branding that makes this book a must-read for business students and practitioners alike."-- "Bodo B. Schlegelmilch, Professor Emeritus, WU Vienna University of Economics and Business, Austria"

"This comprehensive, timely, and highly accessible gem of a book provides a state-of-the art perspective on branding in today's modern world. Grounded in research, the book and its concepts are highly relevant to both students and practitioners interested in branding."-- "Debbie MacInnis, Emerita Professor of Marketing, Marshall School of Business, University of Southern California"

"This is not just another book about branding concepts! This is a book that has been long awaited, a book that holistically addresses the entire branding process, from the meaning of the branding concept to how to build a brand and manage the branding process. The book offers a pragmatic guide to why branding is important and how it works and will become a requisite text for anyone involved a branding project. It offers an essential discussion of current research on branding and should be a 'must-read' for all students studying branding."-- "Professor Nicholas J. Ashill, Professor of Marketing, Wellington School of Business and Government Orauariki, New Zealand"

"This textbook offers an in-depth coverage of key concepts, practical case studies and actionable frameworks. An extremely valuable resource for anyone looking to learn about branding, or to elevate their brand strategy and drive impactful results."-- "Rodrigo Guesalaga, Professor of Marketing, Universidad Alberto Hurtado"

"What a brand stands for and how you keep it relevant is at the heart of many organizations' focus. This work provides real life examples and insights on those very considerations."-- "Carmela Crisafulli, Director, Development Marketing EMEAA, IHG Hotels & Resorts"

"Written by two top research academics, this book has provided a comprehensive and thorough account of branding and brand management in the global context. Current, relevant and interesting case studies and illustrations have been presented throughout the book, which have added to its uniqueness. I highly recommend that this book be used a core textbook in any brand management courses taught at the undergraduate and postgraduate levels, as well as a key reference for any DBA and PhD students."-- "T C Melewar, Professor of Marketing and Strategy, Middlesex University, London"

About the Author

Jaywant Singh is Professor of Marketing and Head of Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour.

Paurav Shukla is Professor of Marketing and Head of Research at Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing.