The Sage Handbook of Brand Management offers a comprehensive examination of brand management, covering its historical development, foundational theories, and current strategic practices. It addresses contemporary issues such as ethics, social responsibility, and the impact of new technologies, presenting a multi-perspective view that evolves from traditional models to socially constructed and technology-mediated understandings of brands. The handbook is organized into six parts. It begins with an introduction to brand management, exploring its history and evolution. The second part focuses on core concepts like brand identity, image, reputation, and equity. The third part views brand management as a dynamic and strategic process, covering topics like corporate brand management, brand portfolio management, and consumer-brand relationships. The fourth part examines the measurement and evaluation of branding strategies, while the fifth part addresses contemporary issues in brand management. The final part explores future directions, anticipating the evolving landscape of brand management. Through its diverse chapters, the handbook provides both theoretical frameworks and actionable insights, allowing organizations to strategically align their brand portfolios, build meaningful consumer relationships, and implement effective branding strategies across various sectors. It emphasizes the importance of adaptability and responsiveness in a competitive environment, encouraging readers to reflect on the ethical and societal implications of brand management. The Sage Handbook of Brand Management bridges the gap between theory and practice, empowering readers to navigate the complexities of brand management and build brands that resonate in our rapidly transforming world. Part 1: Introduction to Brand Management Part 2: Foundations of Brand Management Part 3: Strategic Brand Management Part 4: Brand Management Performance Part 5: Contemporary Issues in Brand Management Part 6: Future Directions in Brand Management
Lia Zarantonello is a Professor of Marketing at Roehampton University in London. Previously, she has held academic positions at prestigious universities in the UK, France, and Italy, and has been a visiting scholar at renowned institutions worldwide. Her research expertise lies in brand management and consumer psychology, with a particular focus on consumer experiences, well-being, scale development, and brand communications. Her work has been published in leading journals, including the Annual Review of Psychology, the Journal of Consumer Psychology, and the Journal of Marketing. She currently serves as an Associate Editor for both the Journal of Business Research and the Italian Journal of Marketing, and is an active member of several editorial boards, including the Journal of Brand Management and the Journal of Product & Brand Management. Lia is recognized as one of the world's top scientists in the Stanford/Elsevier Top 2% Scientist Rankings and has won various awards for her research on brands and consumers. Daniela Andreini (PhD) is Associate Professor of Marketing at the Department of Management, Economics, and Quantitative Methods of the University of Bergamo (Italy) and visiting professor at the University of Washington Bothell, Seattle (USA). Her research interests encompass branding in business and consumer contexts, and digital marketing management. Her studies have been published in Industrial Marketing Management, International Journal of Information Management, Journal of Business Ethics, Management Decision, and IMP Journal.
Introduction - Lia Zarantonello & Daniela Andreini Part One: Introduction to Brand Management Chapter 1: The resilience of the Brand Management System: Historical perspective and current challenges - Isabelle Aime, Fabienne Berger- Remy, Marie-Eve Laporte Chapter 2: Perspectives on Brand Management - Tilde Heding Chapter 3: Corporate Brand Management: Formation and Evolution Since the 1990s - John M.T. Balmer Chapter 4: Global Branding: Past, Present and Future - Ayseguel OEzsomer, Selin Altaras Chapter 5: Brand Management Across Countries and Cultures: The Challenges and Opportunities - Laurence Minsky, Ilan Geva Part Two: Foundations of Brand Management Chapter 6: Visual Brand Identity: The Role of Logos in Brand Management - Minjung Kim, Joon Ho Lim Chapter 7: Brand Identity, brand reputation and brand image in the B2B Context. - Sheena Leek Chapter 8: B2C and B2B brand personality in a digital world - Mijka Ghorbani Chapter 9: Brand authenticity: conceptualization and future directions - Filipa Rosado-Pinto, Sandra Maria Correia Loureiro Chapter 10: Unraveling Brand Equity: A Theoretical Review and Directions for Future Research - Salvador del Barrio-Garcia,Juan Miguel Alcantara-Pilar, Eugenia Rodriguez-Lopez, Alvaro Rojas-Lamorena, Beatriz Garcia-Carrion Chapter 11: Employee-based brand equity - Irina Gorea, Jenna Jacobson Part Three: Strategic Brand Management Chapter 12: Principles of Corporate Brand Management - John M.T. Balmer Chapter 13: Brand Portfolio Auditing And Brand Architecture Strategy - Clarinda Jansberg Chapter 14: "What's in a Name?" A Discourse on Brand Naming - Sunny Vijay Arora, Arti D. Kalro, Dinesh Sharma Chapter 15: Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices, and Research Directions - Ceyda Paydas Turan Chapter 16: Brand Relationships - Cleopatra Veloutsou, Asli Tolunay, Sergio Andres Osuna-Ramirez, Hui Chen Chapter 17: Brand management in times of crisis - Robert Karaszewski Chapter 18: Managing Luxury Brands: Strategies in Brand Management - Gabriele Murtas, George Christodoulides Chapter 19: Business-to-Business Brand Management: Insights for Entrepreneurship - Susan M. Mudambi, Jessica Keech Part Four: Brand Management Performance Chapter 20: Positive Brand-Related Constructs: Antecedents, Outcomes, and Moderators - Faheem Gul Gilal, Jian Zhang, Zhiyong Yang, Shadma Shahid Chapter 21: Negative Emotions Towards Brands: Theoretical Perspectives, Measurement, and Future Research - Daniela Andreini, Lia Zarantonello Chapter 22: Enhancing Brand Experience In The Digital Transformation Age: Insights From Qualitative And Quantitative Research Methodologies - Michela Addis, Giulia Miniero Chapter 23: Brand Engagement Overview: definitions, measurements, and strategies - Valentina Mazzoli Chapter 24: The role of consumption communities in brand value co-creation and co-destruction - Daniele Dalli Chapter 25: Internal branding for practice and research: guidance for its definition, implementation, and outcomes measurement - David Barros-Arrieta Chapter 26: Unraveling the Complexity of Brand Performance: Holistic Framework and Practical Guidelines - M. Berk Ataman, Koen Pauwels, Burcu Sezen Chapter 27: An overview of brand metrics - monitoring brand's competitive standing - Jacek Kall Part Five: Contemporary Issues in Brand Management Chapter 28: Brand Morality: A Critical Review And Contemporary Challenges - Yunyi Wei, Kokho (Jason) Sit, Yuksel Ekinci Chapter 29: Brand social responsibility - Bianca Grohmann Chapter 30: Diversity, equity and inclusion (DEI) and branding - Zoe Lee, Rossella Gambetti, Sharifah Alwi Chapter 31: Brands in the firing line: unveiling the cultural controversies of contemporary brand activism - Angela A. Beccanulli, Silvia Biraghi, Rossella C. Gambetti Chapter 32: Branding For Impact In Nonprofit Organizations: Understanding The Strategies - Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes Chapter 33: Brand Happiness as a Promising Brand Asset - Important Empirical Insights - Manfred Bruhn, Stefanie Stilz, Anja Zimmermann Chapter 34: Technology-augmented brand management - Saleh Bazi Chapter 35: "The Influencer Effect: Mapping Influencer Marketing in Brand Management" - Martina Quadri, Liselot Hudders Chapter 36: Play Smart, Win Big: How Game Elements Can Benefit Brands - Laurence Dessart, Lisa Baiwir Part Six: Future Directions in Brand Management Chapter 37: Augmenting Brands: Harnessing Artificial Intelligence for Brand Management - Yang Cheng, Mengge Yang, Chen Lin Chapter 38: Branding and Ageing Consumers: Breaking the Stereotype - Carolyn Wilson-Nash Chapter 39: Becoming conscientious: how brands can shape a better world - Nicholas Ind, Michela Mingione, Oriol Iglesias
This handbook is a landmark contribution to branding scholarship. It brings together rigorous theoretical perspectives and timely, real-world insights covering a wide range of topics ranging from brand equity, identity, and authenticity to co-branding, internal branding, brand engagement, influencer marketing, brand activism, AI, and aging consumers. Having done research on brands for years and seeing many branding papers as editors, I find this handbook an excellent resource. It is a must-read for scholars, educators, and professionals seeking to understand and contribute to brand management. -- Bernd Schmitt As brands grow in their importance and application, so does their complexity. Fortunately, The Sage Handbook of Brand Management is an impressively comprehensive guide for what matters and what's next with branding. Immediately impactful, it offers academically-grounded, practically-minded insights into a wide spectrum of branding challenges and opportunities. -- Kevin Lane Keller
