Brand Management

Branding is one of the most important, and arguably the most visible, manifestations of marketing. Brands are not just important for identifying products: they also add greatly to the value of companies and are fiercely protected by the companies they represent and can be the subject of conflict between companies who feel the brand is threatened, infringed, or stolen.

How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed? Brand Management addresses all these issues and more.

Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers.

Francesca Dall′Olmo Riley is Reader in Strategy, Marketing and Entrepreneurship in the Faculty of Business and Law at Kingston University London. In addition to her academic activities, she has also worked in brand management and direct marketing in Italy, USA and the UK. She has contributed widely to the field′s leading international journals, writing on her main interests branding, online shopping, and brand loyalty.