Future of branding

By:

Rajendra K. Srivastava andGregory Metz Thomas (Ed.)

Material type: Text

TextPublication details: Delhi Sage 2016Description: xviii, 468 p. 25 cm ; HardISBN:

9789351503163

Subject(s):

Strategic planning Branding (Marketing)

DDC classification:

658.827 FUT

Contents:

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

Summary: 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. The book brings the latest thinking on brand management with contributions by the leading minds in Branding. 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. With contributions by Jean-Noel Kapferer, Kevin Keller, Don Schultz, Bernd Schmitt, V. Kumar (to name a few), the book is designated to become a classic in branding literature.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.827 FUT (Browse shelf(Opens below))	Available		B2096

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Previous	658.827 FIE Brand book: an insider's guide to brand building for businesses and organizations /	658.827 FIN Competing for choice: developing winning brand strategies	658.827 FRA The science and art of branding	658.827 FUT Future of branding	658.827 GAN Global brands	658.827 GIL Brand warriors: corporate leaders share their winning strategies	658.827 GLO Global branding and country of origin: creativity and passion /	Next

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

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.

The book brings the latest thinking on brand management with contributions by the leading minds in Branding. 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. With contributions by Jean-Noel Kapferer, Kevin Keller, Don Schultz, Bernd Schmitt, V. Kumar (to name a few), the book is designated to become a classic in branding literature.

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