List of illustrations xi List of contributors xv Editors' foreword xxv PART I What is a brand and how do we measure its market performance? 1 (106) 1 Brand definitions and conceptualizations: the debate 3 (10) Francesca Dall'Olmo Riley 2 Measuring the market performance of brands: applications in brand management 13 (19) Jaywant Singh Mark Uncles 3 Consumer-based brand equity 32 (16) Sally Baalbaki Francisco Guzman 4 Brand valuation: principles, applications and latest developments 48 (20) Gabriela Salinas 5 Brands and the self 68 (11) Russell Belk 6 Brands and the society 79 (13) Paurav Shukla 7 Dead brand walking: on the paradoxes and perversities of branding 92 (15) Stephen Brown PART II Strategic brand management 107 (92) 8 Brand architecture design and brand naming decisions 109 (11) C. Whan Park Deborah J. MacInnis Andreas B. Eisingerich 9 Strategic brand alliances: research advances and practical applications 120 (16) Jaywant Singh La Toya Quamina Stavros P. Kalafatis 10 Brand extensions 136 (17) Ceren Hayran Zeynep Gurhan-Canli 11 A brand culture perspective on global brands 153 (11) Jonathan Schroeder Janet Borgerson Zhiyan Wu 12 Positioning a brand 164 (22) Charles Blankson 13 New brands: performance and measurement 186 (13) Jaywant Singh Malcolm Wright PART III Managing brand communication 199 (70) 14 Brand building via integrated marketing communications 201 (17) William K. Darley 15 Sensory aspects of branding 218 (10) Dipayan Biswas 16 Building brands via corporate social responsibility 228 (27) Adam Lindgreen Francois Maon Christine Vallaster 17 Branding and digital analytics 255 (14) Laurence-Helene Borel George Christodoulides PART IV Branding to different audiences 269 (136) 18 Looking at the future of B2B branding 271 (9) Johnny L. Graham Susan M. Mudambi 19 Towards a better understanding of the ethical brand and its management 280 (14) Katja H. Brunk 20 Not-for-profit branding 294 (15) Helen Stride 21 Strategic employer branding: current domain, future directions 309 (15) Lara Moroko Mark Uncles 22 Internal branding: dissecting, re-analysing and re-directing the literature 324 (14) Bill Merrilees 23 Brand culture, halal and the critical Islamic imperative 338 (16) Jonathan A. J. Wilson 24 Branding the entire entity: corporate branding 354 (12) Stuart Roper 25 Branding in emerging markets 366 (12) Suraksha Gupta Shivani Garg Kavita Sharma 26 Branding in the base of the pyramid: bases for country and organizations in Ghana 378 Stanley Coffie Joseph Darmoe 27 Guinness in Africa: contemporary branding at the base of the pyramid 341 (64) Samuel K. Bonsu Delphine Godefroit-Winkel PART V Branding different entities/products 405 (2) 28 Branding higher education 407 (16) Bang Nguyen Jane Hemsley-Brown T. C. Melewar 29 Political branding: the case of the Scottish referendum 2014 423 Camille Lannoy Paul Baines Roger Mortimore 30 Arts branding 448 (10) Daragh O'Reilly Finola Kerrigan 31 From nation to neighbourhood: branding and marketing places 458 (15) Nicolas Papadopoulos Leila Hamzaoui-Essoussi Jose I. Rojas-Mendez 32 The challenges of luxury branding 473 (19) Jean-Noel Kapferer 33 Retail branding 492 (17) Steve Burt Leigh Sparks 34 Service branding: enabling, making and delivering promises 509 (15) Roderick J. Brodie 35 Branding financial services 524 (12) James Devlin 36 Branding in sports 536 (16) Gerd Nufer Andre Buhler Simon Chadwick 37 Franchise brand management from a knowledge perspective 552 (15) Audhesh K. Paswan Sua Jeon Pramod Iyer Retno Tanding Suryandari Index