Brand Management
Autor Rajeev Batraen Limba Engleză Paperback – 14 dec 2026
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Specificații
ISBN-13: 9781071904343
ISBN-10: 1071904345
Pagini: 576
Dimensiuni: 152 x 229 mm
Greutate: 0.34 kg
Editura: Sage Publications Inc Ebooks
ISBN-10: 1071904345
Pagini: 576
Dimensiuni: 152 x 229 mm
Greutate: 0.34 kg
Editura: Sage Publications Inc Ebooks
Notă biografică
Rajeev Batra is the S. S. Kresge Professor of Marketing Emeritus at the Ross School of Business at the University of Michigan, where he taught brand management courses for 25 years to BBA, MBA, Executive MBA and Executive Education audiences. He was a Brand Manager with a Unilever subsidiary before getting his PhD from Stanford.
He has published high-impact academic research (over 40,000 Google Scholar citations, numerous awards) on brand love, brand coolness, brand meaning, brand extensions, corporate branding, global branding, brand building by emerging market multinationals, and private label brands. He has also published widely on emotional advertising, integrated marketing communications and cross-cultural consumer behavior. He is the co-author or co-editor of nine other books.
He was named a Fellow of the Society for Consumer Psychology in 2023 and received the Award for Lifetime Contribution to the Discipline of Branding from the American Marketing Association (Branding SIG) in 2025.
He has published high-impact academic research (over 40,000 Google Scholar citations, numerous awards) on brand love, brand coolness, brand meaning, brand extensions, corporate branding, global branding, brand building by emerging market multinationals, and private label brands. He has also published widely on emotional advertising, integrated marketing communications and cross-cultural consumer behavior. He is the co-author or co-editor of nine other books.
He was named a Fellow of the Society for Consumer Psychology in 2023 and received the Award for Lifetime Contribution to the Discipline of Branding from the American Marketing Association (Branding SIG) in 2025.
Cuprins
Preface
Acknowledgements
About the Author
Section I: Building Strong Brands
Chapter 1: Creating, Managing and Profiting From Brands
The Difference Between Brands and Products
Brand and Product Management
The Importance of Brand Vision
Why Strong Brands Matter in Business
When and Why Brands Matter
Nonbusiness Situations Where Brands Matter
Structure of This Book
Chapter Summary
Key Terms
Red Bull's Brand Strategy and Tactics
Discussion Questions
Role-of-Branding Exercise
Notes
Chapter 2: Understanding Brand Strength
The Components of Brand Strength
Relative Importance of the Brand Strength Components
The BAV Model and Research Findings
The Brand Strength Pyramid
Brand Strategy Must Come First!
Chapter Summary
Key Terms
How Brands Get Stronger and Weaker: Interview With Michael K. Sussman, CEO of BAV Group
Discussion Questions
Brand Audit Exercise
Notes
Section II: Strategic Planning Framework
Chapter 3: Part 1-Brand-Level Strategy
The Importance of a Strong Brand Meaning
The DRUM Framework for Brand Strategy
Creating Brand Association Maps
Researching and Depicting Brand Associations
Creating Brand Positioning Maps
Differentiating a Brand for Uniqueness
Chapter Summary
Key Terms
The Cheetos Strategy to Attract Adult Consumers
Discussion Questions
Brand Association Mapping Exercise
Appendix 3.1: The BCM Technique
Appendix 3.2: ZMET
Notes
Chapter 4: Category-Level Strategy
Understanding Category-Specific Relevant and Motivating Needs
Need-Based Segments
Choosing a Target Consumer Segment for Brand Strategy
Increasing Emotionally Motivating Brand Appeal
Brand Strategy for Achieving Desired DRUM Associations
Chapter Summary
Key Terms
HSBC, "the World's Local Bank"
Discussion Questions
DRUM Branding Exercise
Endnotes
Section III: Brand-Building Tactics
Chapter 5: Tactics to Create Desired Brand Associations
From Brand Strategy to Brand Expression
Transferring Cultural Meaning: Principles and Techniques
Visual Identity Elements for Advertising and Messaging
Selecting Celebrity Endorsers, Social Influencers, and Spokes-Characters
Chapter Summary
Key Terms
Bringing the Method Brand Vision to Life
Discussion Questions
Brand Tactics Exercises
Notes
Chapter 6: Brand-Building Tactics for Services
Why Brand Building Differs for Service Brands
Improving Customer Experience on the Customer Journey
Association-Building Cues: Mechanics and Humanics
Internal Branding for Building Service Brands
Chapter Summary
Key Terms
Building a Strong Services Brand: Lessons From Mayo Clinic
Discussion Questions
Service Brand Tactics Exercise
Notes
Chapter 7: Strengthening Brands Using Digital Marketing And AI
Building Brand Strength With Google Ads and Social Media
Building Brand Customer Experience Using Digital Tools
Increasing Customer Engagement Using Digital Channels
Creating Internet-Marketed DTC Brands
Building Brands With AI
Ethical Challenge: The Data-Privacy Balance
Chapter Summary
Key Terms
DTC Brands: Interview with Lawrence Ingrassia
Discussion Questions
Digital Brand-Building Exercise
Notes
Chapter 8: Strengthening Visual Identity and Brand Awareness
Creating a Brand's Visual Identity
Logo Design and Selection
Building Awareness Through Advertising and Social Media
Building Awareness Using Word of Mouth and Viral Messages
Building Awareness Through Events and Sponsorships
Building Awareness Through Marketing Public Relations
Chapter Summary
Key Terms
Viral Brand Messaging: Interview With Professor Jonah Berger
Discussion Questions
Visual Identity and Awareness-Building Exercises
Notes
Chapter 9: Building Brand Associations of Quality, Leadership, and Trust
A Brand's Reputation for Quality
Creating High "Real" Quality
From Real to Perceived Quality
Creating Leadership Brand Associations
Creating Brand Trust and Confidence
B2B Brand Building
Chapter Summary
Key Terms
Samsung Electronics' Real and Perceived Quality
Discussion Questions
Quality-Perceptions Exercise
Notes
Chapter 10: Increasing Brand Loyalty
The Importance of Brand Loyalty
Creating Attitudinal Loyalty by Optimizing Customer Satisfaction
Designing Effective and Efficient Loyalty Programs
Anti-Attrition Promotional Programs
Using Data-Based Communication to Strengthen Customer Relationships
Building Emotional Loyalty and Brand Love
Creating and Managing Brand Communities
Chapter Summary
Key Terms
Delta SkyMiles Loyalty Program
Discussion Questions
Brand-Strengthening Exercise
Notes
Section IV: Growing And Managing Strong Brands
Chapter 11: Brand Extensions
Extending and Licensing Existing Brands
Brand Extension Ideation
Brand Extension Success Factors
Identifying and Measuring Brand Fit
Extending Abstract Brand Associations
Why Many Extensions Fail Even If They Fit: The Need for Leverage
Feedback Effects of Brand Extensions
Chapter Summary
Key Terms
Mayo Clinic's Brand Extensions and Brand Protection
Discussion Questions
Brand-Extensions Exercise
Notes
Chapter 12: Brand Architecture
Marketing Multiple Brands in One Product Category
Trade-Offs With Multiple Brands
Brand Architecture Options
Choosing a Brand Architecture Option
Signaling Distance in Ways Beyond Brand Names
Key Terms
Armani Changes Its Branding Architecture
Discussion Questions
Brand Architecture Exercise
Notes
Chapter 13: Global Branding
Why Brands Go Global
The Fundamental Challenge: Balancing Standardization and Localization
Advantages of Standardized Global Brands
Disadvantages of Standardized Global Brands
Flexibly Optimizing Global-Local Trade-Offs
Localization in Tactical Marketing Communications
Managing Global Brands
Chapter Summary
Key Terms
Adapting Unilever's Global "Dirt Is Good" Campaign for India
Discussion Questions
Global Branding Exercises
Notes
Chapter 14: Brand Valuation
Why Brand Valuation Matters
Approaches to Brand Valuation
Methods Based on Consumer Research Data
Hybrid Methods Used by Brand Valuation Consultants
Critique, Assessment, and Advice
Chapter Summary
Key Terms
Brand Valuation at a Global Appliance Company
Discussion Questions
Brand Valuation Exercises
Notes
Chapter 15: Managing Brands Over Time
Staying Relevant: Refreshing Visual Identity
Staying Relevant: "Substantive and Deep" Changes
Making-and Keeping-a Brand "Cool"
Brand Tracking and Brand Audits
Legally Protecting a Brand From External Challenges
Protecting Brands From Internal Challenges: "Staying True"
Chapter Summary
Key Terms
The Many Iterations of Abercrombie & Fitch
Discussion Questions
Long-Term Brand Management Exercise
Notes
Chapter 16: The Future of Brands and Branding: Brand Purpose, Consumer Influence, and Cultural Branding
Brand Social Responsibility, Purpose, and Activism
The Increasing Control Over Brands by Consumers
The Increasing Importance of "Cultural Branding"
Chapter Summary
Key Terms
Dove's "Campaign for Real Beauty"
Discussion Questions
Contemporary Brand-Strengthening Exercises
Notes
Acknowledgements
About the Author
Section I: Building Strong Brands
Chapter 1: Creating, Managing and Profiting From Brands
The Difference Between Brands and Products
Brand and Product Management
The Importance of Brand Vision
Why Strong Brands Matter in Business
When and Why Brands Matter
Nonbusiness Situations Where Brands Matter
Structure of This Book
Chapter Summary
Key Terms
Red Bull's Brand Strategy and Tactics
Discussion Questions
Role-of-Branding Exercise
Notes
Chapter 2: Understanding Brand Strength
The Components of Brand Strength
Relative Importance of the Brand Strength Components
The BAV Model and Research Findings
The Brand Strength Pyramid
Brand Strategy Must Come First!
Chapter Summary
Key Terms
How Brands Get Stronger and Weaker: Interview With Michael K. Sussman, CEO of BAV Group
Discussion Questions
Brand Audit Exercise
Notes
Section II: Strategic Planning Framework
Chapter 3: Part 1-Brand-Level Strategy
The Importance of a Strong Brand Meaning
The DRUM Framework for Brand Strategy
Creating Brand Association Maps
Researching and Depicting Brand Associations
Creating Brand Positioning Maps
Differentiating a Brand for Uniqueness
Chapter Summary
Key Terms
The Cheetos Strategy to Attract Adult Consumers
Discussion Questions
Brand Association Mapping Exercise
Appendix 3.1: The BCM Technique
Appendix 3.2: ZMET
Notes
Chapter 4: Category-Level Strategy
Understanding Category-Specific Relevant and Motivating Needs
Need-Based Segments
Choosing a Target Consumer Segment for Brand Strategy
Increasing Emotionally Motivating Brand Appeal
Brand Strategy for Achieving Desired DRUM Associations
Chapter Summary
Key Terms
HSBC, "the World's Local Bank"
Discussion Questions
DRUM Branding Exercise
Endnotes
Section III: Brand-Building Tactics
Chapter 5: Tactics to Create Desired Brand Associations
From Brand Strategy to Brand Expression
Transferring Cultural Meaning: Principles and Techniques
Visual Identity Elements for Advertising and Messaging
Selecting Celebrity Endorsers, Social Influencers, and Spokes-Characters
Chapter Summary
Key Terms
Bringing the Method Brand Vision to Life
Discussion Questions
Brand Tactics Exercises
Notes
Chapter 6: Brand-Building Tactics for Services
Why Brand Building Differs for Service Brands
Improving Customer Experience on the Customer Journey
Association-Building Cues: Mechanics and Humanics
Internal Branding for Building Service Brands
Chapter Summary
Key Terms
Building a Strong Services Brand: Lessons From Mayo Clinic
Discussion Questions
Service Brand Tactics Exercise
Notes
Chapter 7: Strengthening Brands Using Digital Marketing And AI
Building Brand Strength With Google Ads and Social Media
Building Brand Customer Experience Using Digital Tools
Increasing Customer Engagement Using Digital Channels
Creating Internet-Marketed DTC Brands
Building Brands With AI
Ethical Challenge: The Data-Privacy Balance
Chapter Summary
Key Terms
DTC Brands: Interview with Lawrence Ingrassia
Discussion Questions
Digital Brand-Building Exercise
Notes
Chapter 8: Strengthening Visual Identity and Brand Awareness
Creating a Brand's Visual Identity
Logo Design and Selection
Building Awareness Through Advertising and Social Media
Building Awareness Using Word of Mouth and Viral Messages
Building Awareness Through Events and Sponsorships
Building Awareness Through Marketing Public Relations
Chapter Summary
Key Terms
Viral Brand Messaging: Interview With Professor Jonah Berger
Discussion Questions
Visual Identity and Awareness-Building Exercises
Notes
Chapter 9: Building Brand Associations of Quality, Leadership, and Trust
A Brand's Reputation for Quality
Creating High "Real" Quality
From Real to Perceived Quality
Creating Leadership Brand Associations
Creating Brand Trust and Confidence
B2B Brand Building
Chapter Summary
Key Terms
Samsung Electronics' Real and Perceived Quality
Discussion Questions
Quality-Perceptions Exercise
Notes
Chapter 10: Increasing Brand Loyalty
The Importance of Brand Loyalty
Creating Attitudinal Loyalty by Optimizing Customer Satisfaction
Designing Effective and Efficient Loyalty Programs
Anti-Attrition Promotional Programs
Using Data-Based Communication to Strengthen Customer Relationships
Building Emotional Loyalty and Brand Love
Creating and Managing Brand Communities
Chapter Summary
Key Terms
Delta SkyMiles Loyalty Program
Discussion Questions
Brand-Strengthening Exercise
Notes
Section IV: Growing And Managing Strong Brands
Chapter 11: Brand Extensions
Extending and Licensing Existing Brands
Brand Extension Ideation
Brand Extension Success Factors
Identifying and Measuring Brand Fit
Extending Abstract Brand Associations
Why Many Extensions Fail Even If They Fit: The Need for Leverage
Feedback Effects of Brand Extensions
Chapter Summary
Key Terms
Mayo Clinic's Brand Extensions and Brand Protection
Discussion Questions
Brand-Extensions Exercise
Notes
Chapter 12: Brand Architecture
Marketing Multiple Brands in One Product Category
Trade-Offs With Multiple Brands
Brand Architecture Options
Choosing a Brand Architecture Option
Signaling Distance in Ways Beyond Brand Names
Key Terms
Armani Changes Its Branding Architecture
Discussion Questions
Brand Architecture Exercise
Notes
Chapter 13: Global Branding
Why Brands Go Global
The Fundamental Challenge: Balancing Standardization and Localization
Advantages of Standardized Global Brands
Disadvantages of Standardized Global Brands
Flexibly Optimizing Global-Local Trade-Offs
Localization in Tactical Marketing Communications
Managing Global Brands
Chapter Summary
Key Terms
Adapting Unilever's Global "Dirt Is Good" Campaign for India
Discussion Questions
Global Branding Exercises
Notes
Chapter 14: Brand Valuation
Why Brand Valuation Matters
Approaches to Brand Valuation
Methods Based on Consumer Research Data
Hybrid Methods Used by Brand Valuation Consultants
Critique, Assessment, and Advice
Chapter Summary
Key Terms
Brand Valuation at a Global Appliance Company
Discussion Questions
Brand Valuation Exercises
Notes
Chapter 15: Managing Brands Over Time
Staying Relevant: Refreshing Visual Identity
Staying Relevant: "Substantive and Deep" Changes
Making-and Keeping-a Brand "Cool"
Brand Tracking and Brand Audits
Legally Protecting a Brand From External Challenges
Protecting Brands From Internal Challenges: "Staying True"
Chapter Summary
Key Terms
The Many Iterations of Abercrombie & Fitch
Discussion Questions
Long-Term Brand Management Exercise
Notes
Chapter 16: The Future of Brands and Branding: Brand Purpose, Consumer Influence, and Cultural Branding
Brand Social Responsibility, Purpose, and Activism
The Increasing Control Over Brands by Consumers
The Increasing Importance of "Cultural Branding"
Chapter Summary
Key Terms
Dove's "Campaign for Real Beauty"
Discussion Questions
Contemporary Brand-Strengthening Exercises
Notes