The Sage Handbook of Brand Management

Lia Zarantonello, Daniela Andreini

• Publisher: SAGE Publications Ltd
• Year: 2025
• Print ISBN:
  9781529692952
• Edition: 1
• eBook ISBN:
  9781036229436
• Topic: Business
• Subtopic: Business Communication
• Index: Business

The Sage Handbook of Brand Management offers a comprehensive examination of brand management, covering its historical development, foundational theories, and current strategic practices. It addresses contemporary issues such as ethics, social responsibility, and the impact of new technologies, presenting a multi-perspective view that evolves from traditional models to socially constructed and technology-mediated understandings of brands.

The handbook is organized into six parts. It begins with an introduction to brand management, exploring its history and evolution. The second part focuses on core concepts like brand identity, image, reputation, and equity. The third part views brand management as a dynamic and strategic process, covering topics like corporate brand management, brand portfolio management, and consumer-brand relationships. The fourth part examines the measurement and evaluation of branding strategies, while the fifth part addresses contemporary issues in brand management. The final part explores future directions, anticipating the evolving landscape of brand management.

Through its diverse chapters, the handbook provides both theoretical frameworks and actionable insights, allowing organizations to strategically align their brand portfolios, build meaningful consumer relationships, and implement effective branding strategies across various sectors. It emphasizes the importance of adaptability and responsiveness in a competitive environment, encouraging readers to reflect on the ethical and societal implications of brand management.

The Sage Handbook of Brand Management bridges the gap between theory and practice, empowering readers to navigate the complexities of brand management and build brands that resonate in our rapidly transforming world.

Part 1: Introduction to Brand Management
Part 2: Foundations of Brand Management
Part 3: Strategic Brand Management
Part 4: Brand Management Performance
Part 5: Contemporary Issues in Brand Management
Part 6: Future Directions in Brand Management

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Notes on Editors and Contributors
• Introduction
• 1 The Resilience of the Brand Management System: Historical Perspective and Current Challenges
• 2 Perspectives on Brand Management1
• 3 Corporate Brand Management: Formation and Evolution Since the 1990s
• 4 Global Branding: Past, Present and Future
• 5 Brand Management Across Countries and Cultures: The Challenges and Opportunities
• 6 Visual Brand Identity: The Role of Logos in Brand Management
• 7 Brand Identity, Brand Reputation and Brand Image in the B2B Context
• 8 B2C and B2B Brand Personality in a Digital World
• 9 Brand Authenticity: Conceptualization and Future Directions
• 10 Unraveling Brand Equity: A Theoretical Review and Directions for Future Research
• 11 Employee-Based Brand Equity
• 12 Principles of Corporate Brand Management
• 13 Brand Portfolio Auditing and Brand Architecture Strategy
• 14 ‘What's in a Name?’ A Discourse on Brand Naming
• 15 Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices and Research Directions
• 16 Brand Relationships
• 17 Brand Management in Times of Crisis
• 18 Managing Luxury Brands: Strategies in Brand Management
• 19 Business-to-Business Brand Management: Insights for Entrepreneurship
• 20 Positive Brand-Related Constructs: Antecedents, Outcomes and Moderators
• 21 Negative Emotions Towards Brands: Theoretical Perspectives, Measurement and Future Research
• 22 Enhancing Brand Experience in the Digital Transformation Age: Insights from Qualitative and Quantitative Research Methodologies
• 23 Brand Engagement Overview: Definitions, Measurements and Strategies
• 24 The Role of Consumption Communities in Brand Value Co-Creation and Co-Destruction
• 25 Internal Branding for Practice and Research: Guidance for Its Definition, Implementation and Outcomes Measurement
• 26 Unraveling the Complexity of Brand Performance: Holistic Framework and Practical Guidelines
• 27 An Overview of Brand Metrics: Monitoring Brand's Competitive Standing
• 28 Brand Morality: A Critical Review and Contemporary Challenges
• 29 Brand Social Responsibility
• 30 Diversity, Equity and Inclusion in Branding
• 31 Brands in the Firing Line: Unveiling the Cultural Controversies of Contemporary Brand Activism
• 32 Branding for Impact in Nonprofit Organizations: Understanding the Strategies
• 33 Brand Happiness as a Promising Brand Asset: Important Empirical Insights
• 34 Technology-Augmented Brand Management
• 35 The Influencer Effect: Mapping Influencer Marketing in Brand Management
• 36 Play Smart, Win Big: How Game Elements Can Benefit Brands
• 37 Augmenting Brands: Harnessing Artificial Intelligence for Brand Management
• 38Branding and Ageing Consumers: Breaking the Stereotype
• 39 Becoming Conscientious: How Brands Can Shape a Better World
• Index