PART 1: Introduction Chapter One: Introduction to Branding This section introduces students to the concept of branding. Identifying the origin of branding and what it really entails. Branding is more than just the creation of Logo, it is an ongoing process to shape consumers'' perception about a product or services or even human beings or a place. Brand will be considered as a verb and a noun. Discussing what is a brand and what is not a brand. The stakeholders in branding exercises and the benefit of Brand to consumers and brand owners will be discussed in this section. Both the company''s and consumers'' perspective of Brand Management will be discussed, likewise the relationships between these two aspects to set the pace for what the remainder of the book entails. The introductory chapter also introduces the students Brand domain.

Before going about brand management, it is important for brands to understand their domain and how they can effectively communicate their values with the audience. The way products will be branded is different from the way services will be branded. We also have charity brands, luxury and even medical brands that require different branding strategies as they all have different features. Chapter Two: Brand Ethics This chapter examines the ethical positioning of the brands. Before building the brand, it is important to consider ethical consequences. Recognising that consumers are scrutinising brands like never before, consumer wants brands that align with their values, more interested in the business and activities of the brands they buy. The values, strategies and actions of brands can influence its perception as being good or bad, ethical or unethical. As case studies, this examines brands that have contributed to society and the public good in a responsible, positive, and sustainable way, not harming people (child labour in making cheap products), protecting the animals (animal testing) and the environment (sustainable products).

The chapter will conclude by presenting how brands can help consumers with their ethical consumption decisions. PART 2: Building Strong Brands Chapter Three: Brand Philosophy Chapter Three explores the idea of the brand philosophy. It looks at the mission and vision of a brand, who is responsible for it and how it can evolve over time. With the understanding of the brain domain, it is important to identify what the brand stands for. The brand values, personality and heritage. Examples of different brand visions and mission will be considered and how these abstracts features can be turned into physical brand identities. The idea of Country of Origin will also be discussed in this chapter. Chapter Four: Brand Positioning The world has become more complex and brands must develop faster and positioned better in rapidly changing global, regional, and local environments.

This chapter explores the conscious decisions by brands to as the conceptual place where they want to own in the target consumer''s mind -- the benefits and value they want consumers to think of when they think of the brand. This position feeds into the identities created for the brand. The chapter recognises the current situation of a brand and the future of a brand while acknowledging the external and internal factor that shapes the position. The local, regional and global positioning of brands will also be covered. In addition, this chapter covers brand culture, brand heritage and brand authenticity. Chapter Five: Brand Identity Brands are often examined through the brand name, its logo, design, image or name recognition, or financial recognition. Real brand management, however, begins much earlier, with a strategy and a consistent integrated vision as discussed under brand philosophy. This chapter looks at different elements of brand identities and the provision of brand guidelines.

It argues that brand identity is the heart of brand management. Co-creation of brand identity by multiple internal and external stakeholders are considered. This chapter will consider brand identity beyond logo but encompasses the idea of sensory branding. Brand identity includes product design, background music or sounds at the end of the advertisement. Anything by which a brand can be identified will be discussed. Chapter Six: Brand Integration Just having a logo and other brand identity is not the end of Branding. The stakeholders must know about the product and be able to identify the brand. Brand integration involves generating awareness, establishing and promoting the brand using strategies and tactics.

These tactics include advertisements, celebrity endorsement which can offer credibility in terms of expertise, trustworthiness, likability and attractiveness and sponsored events. This chapter will cover how branding fits into Integrated Marketing Communications. Chapter Seven: Branding in Digital Era Recognising the digital world in with brand operates, impact of social media on brand communication and engagement with social media, advancement in big data, analytics and evaluation, this chapter explores how brands can be developed in the digital era. The chapter will incorporate how brands are using social media to tell a story through content creation marketing, engaging with consumers through branded contents, working with influencers and building an online identity for the brand. The use of technology in branding and brand communications will be covered, this includes big data, artificial intelligence, robotics, voice assistants and chatbots. Chapter Eight: Brand Equity This chapter introduces students to the idea of Brand equity. It explains what brand equity is, how it can be built and sustained. It is understood that brand equity develops and grows because of a customers'' perception and experiences with the brand.

Companies are making their brands memorable, easily recognisable, and superior in quality and reliability in other to enhance consumers perception and thereby increase their equity. The chapter will expatiate on these perception and recognition building strategies. Means of measuring brand equity will be discussed. Also, the chapter will highlight how brands can lose their equity, which in turn can affect sales volume and profitability. The brand valuations and the financial stability of brands are discussed in this chapter PART 3: Expanding Brand Portfolio Chapter Nine: Brand Extension This chapter looks at the strategic decision of brands as they expand and partner with others. This involves brand extension into another product line, co-branding which occurs when two or more brands are combined into a joint product or are marketed together in some fashion and licensing involving contractual arrangements whereby firms can use the names, logos characters and so forth of other brands to market their own brands for a fee. This chapter will discuss the concept of co-creation as a possibility for brand extension. This chapter will also cover the strategic decision in going global with a brand.

It highlights the difference between launching a brand and launching a product. The brand positioning is considered and likewise the name, especially how it fits into the global market in which the brand is exploring. The brand language and territory of communication will also be considered. The barriers to globalization and coping with local services will be explored. The processes and problems of globalizing communications are crucial points to be considered in the chapter. The difference between international branding and global branding will be explored in this chapter. Chapter Ten: Brand Architecture Identifying the different brands within an organisation is important for effective strategic direction. That is why the brand architecture is important.

This chapter recognises that Architecture comes into place when there is an extension in the brand lines. It highlights the relationship between the various brands within an organisation. Often this is graphically presented to show the hierarchy and relationship. This chapter will discuss different brand architecture strategies. It discusses the questions of a branded house or house of brands. The range brand strategy, maker''s mark strategy, endorsing brand strategy, Umbrella brand strategy, source brand strategy is disused. Choosing the appropriate branding strategy will also be covered. Chapter Eleven: Brand Mergers and Acquisition This chapter looks at brand evolvement through mergers and acquisitions.

Different reasons and examples of mergers and acquisition were presented. The chapter also looks at Brand transfers and name changes, it challenges and analysing best practises. The implication on brand values and philosophy, brand identities and architecture are also considered. The challenges of these process cannot be over emphasised. Changing the corporate brand can be met with resistance, it is important to put plans in place for a successful brand transfer and managing resistance to changes. Chapter Twelve: Contemporary issues in Brand Management This is the chapter address various contemporary issues in brand management - consumers rising expectation, brand activism, social media influencers, reaching out to millennial, brand tarnishment, brand sabotage and boycott are discussed. Ideas for preventing the brands from ageing and deletion, making it more sustainable and building its heritage were also explored. This chapte.