Managing Brands A Contemporary Perspective
Managing Brands: A Contemporary Perspective by Sylvie Laforet, published by McGraw-Hill Higher Education on November 16, 2009, is a comprehensive resource for students studying branding at both undergraduate and postgraduate levels. This 560-page book offers an insightful examination of brand management and strategy, highlighting the essential role of branding in the modern business landscape. It covers various aspects of brand creation, including naming, design, and packaging, while also addressing the development of brand images and messages, as well as market positioning.
Readers will find a thorough exploration of how successful brands are built and managed, alongside strategies for brand extension and portfolio management. The text delves into critical topics such as brand equity, the contribution of brands to corporate success, and the importance of corporate reputation. Additionally, it discusses the managerial and strategic decisions that brand managers face today, including the challenges of ethical and socially responsible branding. This edition serves as a valuable guide for understanding the complexities of branding in today’s dynamic market.
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Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today’s business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today’s brand manager, including:
*Brand equity- what brands are worth to companies and how they can be valued
*Building brands and building the business- how brands contribute the success of corporations and companies *The role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding.
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