Strategic Brand Management

Strategic Brand Management—Building, Measuring, And Managing Brand Equity, 5e, deals with the importance of brands, their meaning to consumers, and how they can be managed properly. This book aims to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity, with emphasis on customer-based brand equity. All new and updated, this edition provides a fresh look at branding paradigms and practices from digital perspective while retaining the relevance of traditional brand management. A new chapter—“Branding in the Digital Era”— talks of the provides a comprehensive overview of the major digital channels, and discusses their pros and cons. The concepts and techniques to improve the long-term profitability of their brand strategies are discussed in light of the current thinking and developments from both academics and industry participants, making the content relevant for both students of business management as well as practicing managers. The book entails examples of global brands—Amazon, Google, Apple, Mountain Dew and Harley Davidson—and also focuses on leading Indian brands and their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, and Royal Enfield reveal the brand dynamics of these established names in the consumer world. In addition, cases of brand building strategies that added to the growth story of new brands—Yoga Bar, Bira, D Décor, Lenskart, and Paytm—provides new perspectives to ever-evolving brand strategies. New topics like Attribution modeling, Social listening, Influencer marketing, Online brand engagement, Netnography, Digital platform brands, Digital native vertical brands, Marketing to bicultural consumers and Managing brand crises in the social media era have been included to keep the reader abreast of the latest happening in the branding world. Highlights of the book - Comprehensive and up-do-date content - New chapter on digital perspective in brand management - Branding from the standpoint of the consumer—customer-based brand equity - New examples of brand timeline and transformation of innovative brands—new and established - Indian brand stories - New topics on branding avenues—Influencer marketing, Social Media crisis, Digital native brands, etc.