Editors' Foreword

Section A: What is a brand and how do we measure its market performance?

1. Brand Definitions and Conceptualisations: The debate

2. Measuring the Market Performance of Brands: Applications in brand management

3. Consumer Based Brand Equity

4. Brand Valuation: Principles, applications and latest developments

5. Brands and the Self

6. Brand and the Society

7. Dead Brand Walking: On the paradoxes and perversities of branding

Section B: Strategic Brand Management

8. Brand Architecture Design and Brand Naming Decisions

9. Strategic Brand Alliances

10. Brand Extensions

11. A Brand Culture Perspective on Global Brands

12. Positioning a Brand

13. New Brands: Performance and measurement

Section C: Managing Brand Communication

14. Brand Building via Integrated Marketing Communications

15. Sensory Aspects of Branding

16. Building Brand via Corporate Social Responsibility

17. Digital Branding and Analytics

Section D: Branding to Different Audiences

18. Looking at the Future of B2B Branding

19. Towards a Better Understanding of the Ethical Brand and its Management

20. Not-for-Profit Branding

21. Strategic Employer Brands: Current domain, future directions

22. Internal Branding: Dissecting, re-analysing and re-directing the literature

23. Brand Culture, Halal and the Critical Islamic Imperative

24. Branding the Entire Entity: Corporate branding

25. Branding in the Emerging Markets

26. Branding in the Base of the Pyramid: Bases for country and organizations in Ghana

27. Guinness in Africa: Contemporary branding at the base of the pyramid

Section E: Branding Different Entities/Products

28. Branding Higher Education

29. Political Branding: The case of the Scottish referendum 2014

30. Arts Branding

31. From Nation to Neighbourhood: Branding and marketing places

32. The Challenges of Luxury Branding

33. Retail Branding

34. Service Branding: Enabling, making and delivering promises

35. Branding Financial Services

36. Branding in Sports

37. Franchise Brand Management from a Knowledge Perspective