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Contemporary issues in branding.
Foroudi, Pantea, 1974-, author.; Foroudi, Pantea, editor.
2019
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Title
Contemporary issues in branding.
Author
Foroudi, Pantea, 1974-, author.
Foroudi, Pantea, editor.
Item Type
Book
Description
319 pages : illustrations
ISBN
9780429769139 e-Book
9781138368538 Print
Summary
This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Formatted Contents Note
Part 1: Introduction
1. Introduction to Branding: Issues and Perspectives / Pantea Foroudi and Maria Palazzo
Part 2: Building a Brand
2. Understanding Brands with Contemporary Issues / Christopher Pich and Louise Spry
3. Branding: Performance and Profit / Octavio Ibarra Consuegra and Maria Carolina Ovalle
4. Brands, culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries / Barbara Czarnecka
5. The impact of GDPR on brands responsibility: Between a "new normal" customer-centricity and the risk of reputational damage / Maria Teresa Cuomo, Cinzia Genovino, Francesca Ceruti and Debora Tortora
6. Branding: Ethic, sustainability, and Inclusion / Maria Palazzo and Alfonso Siano
Part 3: Designing a Brand
7. Branding: Aesthetics. Building Brand Value through Art and Architecture / Angela Bargenda
8. Branding: Voice / Gurdeep Singh Kohli and Dorothy Ai-wan Yen
9. Sensory Branding: What it is, why it matters, and how to use it / Tugra Nazli Akarsu, T.C. Melewar and Pantea Foroudi
10. Branding: Virtual space: past, present and new directions in virtual worlds / Alice Mazzucchelli, Roberto Chierici and Maria Teresa Cuomo
Part 4: Branding and Stakeholders
11. Branding: Internal and External Stakeholders / Saheb Imani and Niloofar Dehghani
12. Global branding / Giuseppe Festa
13. Office Branding in the Digital Age / Ogechi Adeola, Edwin Agwu and Chika Remigious Ezeugwu
14. Branding: Online community / Reza Marvi, Mohammad Hosein Marvi and Mohammad Mahdi Foroudi
Part 5: Conclusion
15. Consumer-Brand Relationship: Building Consumer value, Consumer loyalty and Business Performance / Vaibhav Shekhar, Anitha Acharya, Sanjit Kumar Roy and Bang Nguyen
16. Branding Customer Value / Asma Ahmed-Laroussi, Lucia Porcu and Juan Miguel Alcántara-Pilar
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Published
London, England, UK : Taylor & Francis Group, 2019.
Language
English
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