Brand Management

The scope, the accessibility, the rigor, the cases, the interviews, the color graphics of this book are amazing. If you would like to learn brand strategy, this is a book that covers it all. It is easy to read and will make you a branding expert.

-- David Aaker, Professor Emeritus, UC Berkeley. Author of leading books on branding including Building Strong Brands and Aaker on Branding. Called the “Father of Modern Branding” by Phil Kotler.

Rajeev Batra is one of the world’s leading experts on branding, and this book reflects the breadth and depth of his expertise. It covers virtually every important aspect of building, managing, and growing brands, combining foundational ideas with the latest thinking and developments in the field. Having taught branding for many years, I know how difficult it is to bring all of these perspectives together. This book does exactly that. It is an outstanding resource for students, executives, and anyone who wants to understand how strong brands are created and sustained.

-- Bernd Schmitt, Robert D. Calkins Professor of International Business and Faculty Director, Center on Global Brand Leadership, Columbia Business School. Author of leading books on Brand Strategy.

Professor Batra has given as a book that is wonderfully comprehensive, a model of clarity in its organization and prose,  thoughtful and intelligent, and a genuine field of vision for a field that badly needed a bigger picture. Professor Batra does a brilliant job of drawing out practical brand-building implications from rigorous research concepts and findings, and illustrating them with many real-world examples. Professor Batra has given marketing nothing less than an evolutionary step forward. Highly recommended.

-- Grant McCracken, Cultural anthropologist, author of many award-winning books including The New Honor Code; Big Hair; Culture and Consumption I and II, and Chief Culture Officer.

Great brands are built, not born. Rajeev Batra has spent more than 30 years in the classroom teaching how, and it shows on every page. Brand Management is organized the way brand building actually happens: step by step. Every principle is grounded in a case that matters, from Coca-Cola and Visa to Dove′s Campaign for Real Beauty. Then he connects those foundations to the brands students follow on TikTok. Interviews with leading practitioners take students beyond the academic and into the room where brand decisions get made. Few textbooks do this. Fewer do it this well. For faculty who want students ready for the real world of branding, this is the book.

-- Allen Adamson, Co-Founder and Managing Partner of Metaforce, a branding consultancy. Former Chairman of Landor North America. Author of BrandSimple, BrandDigital, The Edge, and Shift Ahead.

Rajeev Batra’s new brand management textbook shows why building and sustaining strong brands matters. It brings the subject to life through practical frameworks and real-world cases that reflect the challenges brand builders and strategists face every day. It is also gratifying to see BAV® (BrandAsset® Valuator) featured alongside other leading global brand equity models and positioning frameworks.

-- Dr. Michael Sussman, Chief Product Officer, WPP, overseeing BrandAsset® Valuator, WPP’s the world’s largest brand database and brand equity model.

This book strikes a rare balance. An easy and engaging read, full of solid, practical brand-building advice, with examples and cases that bring well-argued concepts to life. Study it carefully and you will build stronger brands and manage them well.  

 

-- Professor Jonah Berger, Wharton School of the University of Pennsylvania. Bestselling author of Contagious, The Catalyst, Magic Words, and Invisible Influence.
The way brands are created and supported is transforming. How do we codify principles of great brand management so that we can create brands that will last another century? As with any seismic change, what is required now is a steady hand with a structured approach that fosters creativity. Successful multinationals have this in their muscle memory. This book is a must read for people who want to create a unique and differentiated position for their brands in this new world of marketing. It is a Bible on Brand Management: a step-by-step guide, written powerfully but simply.  -- Stan Stanunathan, Founder and Executive Chairman, iGenie.AI. Former Executive Vice President of Consumer & Market Insights for Unilever and VP of Marketing Strategy for the The Coca-Cola Company.
This textbook is an essential resource for anyone serious about mastering the art of brand building. This book stands out for its meticulous research and rich, illustrative examples that bridge theory and practice. -- Professor Traci Frees
This is an excellent textbook that resonates with learners because of its relevance to students by offering examples, cases, and the fundamentals of branding in an appealing and engaging manner. -- Professor of Marketing Edward T. Vieira, Jr., M.B.A., Ph.D.
This textbook offers insightful analysis and compelling narratives about key topics related to brand building and brand management. It is a must-read for students seeking to deepen their understanding of brand management. -- Distinguished Professor of Marketing, Dr. Intekhab Alam
This book offers an invaluable resource for students and educators, combining practical application with contemporary relevance. The author′s clear, engaging voice makes complex digital marketing concepts accessible and actionable. One of the standout features of this textbook is its comprehensive approach, seamlessly integrating real-world examples with step-by-step guides on using tools like Google Ads and Facebook. I highly recommend this book to fellow branding educators and practitioners, drawing from my background in both fields. -- Professor Nazmul Rony, Ph.D.
Dr. Batra′s level of detail and coverage of material is very comprehensive and yet accessible. -- Professor B. Andrew Cudmore, Ph.D.
Finally we have a Brand Management textbook for undergraduate students: Students′ eye-level, fun to read, various brand stories. Unlike a previous Brand textbook, this one really cares for undergraduate students with compact and concise content and more relevant topics. -- Professor Sungwoo Jung
I like the practical examples and the hands-on approach used in the textbook, it allows for better experiential learning for the new generation of students. -- Professor Lilly Ye
Professor Batra′s text is a welcome addition to the field of Branding. The book is relevant and the study of the impact of Artificial Intelligence on brands is outstanding. The tonality, examples, and organization will help the student understand the elements, foundations and future of branding. -- Professor Robert Hughes
The author has created an engaging text with the depth of coverage and practical guidelines needed by brand managers in the dynamic world they find themselves operating in today! -- Professor Wynd D. Harris Ph.D. DMIN
Finally a practical approach to building strong brands that′s accessible to students and easy to use for instructors! -- Associate Professor of Marketing, Michael Breazeale
An updated approach with a hands-on feel. -- Professor Kristen Re