Brand Management

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.

• Chapter - 01: Brand – the concept and meanings;Chapter - 02: The evolution of branding;Chapter - 03: Research streams in branding;Chapter - 04: Brand features;Chapter - 05: Brand loyalty and brand equity;Chapter - 06: Brand positioning;Chapter - 07: Brand communication;Chapter - 08: Consumer-brand relationships;Chapter - 09: Brand extension;Chapter - 10: Brand alliance or co-branding;Chapter - 11: Brand portfolio management;Chapter - 12: Managing negative events for brands;Chapter - 13: Luxury branding;Chapter - 14: Sensory branding and neuromarketing;Chapter - 15: Branding on social media and digital brand analytics;Chapter - 16: Global and cross-cultural branding;

"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."