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.
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
Biography
Pantea Foroudi is business manager and Solution Architect at Foroudi Consultancy, and a member of the Marketing, Branding, and Tourism department at Middlesex University London, UK.
Maria Palazzo is a research fellow at the Department of Political and Communication Sciences (DISPC) at University of Salerno, Italy, where she is also a member of the Sustainability Communication Centre (SCC).
"Contemporary Issues in Branding … does what it states on the cover. To managers it engages the power of branding to stimulate target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases." — Professor Len Tiu Wright is Editor-in-Chief at Cogent OA Business & Management. She had previously been Professor of Marketing at the University of Huddersfield and De Montfort University, UK and Visiting Professor at the University of Keele, UK"This compendium focusing on contemporary issues in branding will be of interest to almost anyone with an interest in developments in branding. The book explores both traditional and novel perspectives on the territory. Contemporary Issues in Branding will engender deliberation and reflection among branding scholars and managers alike. Clearly, the editors are to be congratulated for broadening the branding oeuvre." — Professor John M.T. Balmer, Professor of Corporate Marketing and Director of the Marketing and Corporate Brand Research Group, Brunel University Business School, London, UK; quondam Professor of Corporate Identity/Brand Management, Bradford University School of Management, UK
"The book is a nice collection of views contributed from a number of very well-known authors on brand building, brand design and the stakeholders in this process, followed by a concluding link with brand related outcomes. The research results and practical examples come from many perspectives and industries, reflecting the current state of development in brand management. It is an interesting read for people working in brand management both as academics and practitioners." — Professor Cleopatra Veloutsou is Professor of Brand Management at the Adam Business School, University of Scotland, UK
