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Contemporary Brand Management

Contemporary Brand Management

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January 2014 | 272 pages | SAGE Publications, Inc
Written by experts on branding and consumer behavior, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to the growth of brand equity and value, to brand extension and the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

Chapter 1: How Brands Work
Chapter 2: Brand Equity and Brand Value
Chapter 3: Brand Positioning
Chapter 4: Building a New Brand
Chapter 5: Managing an Established Brand
Chapter 6: Brand Extension
Chapter 7: International Brand Expansion
Chapter 8: Brand Acquisition and Portfolios
Chapter 9: Summary and New Extensions


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Password-protected Instructor Resources include the following:
  • A Microsoft® Word® test bank is available containing multiple choice, true/false, short answer, and essay questions for each chapter. The test bank provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
  • A Respondus electronic test bank is available and can be used on PCs. The test bank contains multiple choice, true/false, short answer, and essay questions for each chapter and provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding. Respondus is also compatible with many popular learning management systems so you can easily get your test questions into your online course.
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. Highlight essential content, features, and artwork from the book.
  • The Instructor Teaching Site includes complete answers to all in-text questions.
  • Lecture notes summarize key concepts on a chapter-by-chapter basis to help with preparation for lectures and class discussions.
  • Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content. 
  • Additional readings provide a jumping-off point for course assignments, papers, research, group work, and class discussion.
  • Sample course syllabi for semester and quarter courses provide suggested models for use when creating the syllabi for your courses.

"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects."

Gary Gray
Johnson & Wales University

"The narrative mini-case studies humanize the subject and make theory and process real."

Robert Winward
Utah State University

"The writing was very clear.  I believe students would find it an easy book to read and understand."

Athanasia Panos Schmitt
Gore School of Business, Westminster College

The book gives a comprehensive overview on basic principles of branding and is well suited for getting a quick understanding of the topic. The examples illustrate very well the theoretical concepts.

Mr Christian Holst
Strategisches Management und Organisation, Leuphana Universitat Luneburg
February 19, 2020

good book with well designed supplementing materials (website for instructors)

Mrs Sintija Moroza
Agriculture , CAH Vilentum
September 9, 2016

One of the Key books supporting a core module

Dr Aster Mekonnen
Marketing and HR, GSM London
June 19, 2015

I currently use this for a senior level undergraduate course in branding. This book is very well organized, discussing the fundamentals of branding and brand management, in national and international context.

Dr Timothy Malefyt
Marketing, Fordham University-Lincoln Ctr
April 13, 2015

Great book, follows syllabus well and easy to read

Mrs Kate Saunders
Dept of Management, London South Bank University
March 29, 2015

This is a very interesting book especially for those whose main focus is on strategy.
The value of the book is enhanced by its Comapanion Website

Mrs Malgorzata Piasecka
Rector's Office, University of Social Sciences and Humanities
February 18, 2015

Clear and concise text

Professor John Deats
Continuing and Professional Studies, New York University
December 17, 2014
Key features
  • Detailed analysis of branding strategies prepare students to think, plan, and act as successful brand marketers.
  • Strong coverage of new media, international, and global brands offers a timely and comprehensive view on contemporary branding around the world.
  • The text discusses more international brands and uses more global examples than any competing texts.

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Sample Materials & Chapters

Chapter 1

Chapter 2

For instructors

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