The Sage Handbook of Brand Management

Daniela Andreini editor Lia Zarantonello editor

Format:Hardback

Publisher:Sage Publications Ltd

Publishing:10th Jan '26

£135.00

This title is due to be published on 10th January, and will be despatched as soon as possible.

The Sage Handbook of Brand Management cover

The Sage Handbook of Brand Management offers a comprehensive examination of brand management, covering its historical development, foundational theories, and current strategic practices. It addresses contemporary issues such as ethics, social responsibility, and the impact of new technologies, presenting a multi-perspective view that evolves from traditional models to socially constructed and technology-mediated understandings of brands.

The handbook is organized into six parts. It begins with an introduction to brand management, exploring its history and evolution. The second part focuses on core concepts like brand identity, image, reputation, and equity. The third part views brand management as a dynamic and strategic process, covering topics like corporate brand management, brand portfolio management, and consumer-brand relationships. The fourth part examines the measurement and evaluation of branding strategies, while the fifth part addresses contemporary issues in brand management. The final part explores future directions, anticipating the evolving landscape of brand management.

Through its diverse chapters, the handbook provides both theoretical frameworks and actionable insights, allowing organizations to strategically align their brand portfolios, build meaningful consumer relationships, and implement effective branding strategies across various sectors. It emphasizes the importance of adaptability and responsiveness in a competitive environment, encouraging readers to reflect on the ethical and societal implications of brand management.

The Sage Handbook of Brand Management bridges the gap between theory and practice, empowering readers to navigate the complexities of brand management and build brands that resonate in our rapidly transforming world.

Part 1: Introduction to Brand Management
Part 2: Foundations of Brand Management
Part 3: Strategic Brand Management
Part 4: Brand Management Performance
Part 5: Contemporary Issues in Brand Management
Part 6: Future Directions in Brand Management

This handbook is a landmark contribution to branding scholarship. It brings together rigorous theoretical perspectives and timely, real-world insights covering a wide range of topics ranging from brand equity, identity, and authenticity to co-branding, internal branding, brand engagement, influencer marketing, brand activism, AI, and aging consumers.  Having done research on brands for years and seeing many branding papers as editors, I find this handbook an excellent resource. It is a must-read for scholars, educators, and professionals seeking to understand and contribute to brand management.

-- Bernd Schmitt

As brands grow in their importance and application, so does their complexity.  Fortunately, The Sage Handbook of Brand Management is an impressively comprehensive guide for what matters and what’s next with branding.  Immediately impactful, it offers academically-grounded, practically-minded insights into a wide spectrum of branding challenges and opportunities.

-- Kevin Lane Keller

The Sage Handbook of Brand Management is a comprehensive guide to research in brand management. It highlights many perspectives on brand management by leading thinkers. It spotlights a traditional functional view, to more socially constructed view and also a technology-mediated view of brands— it will surely be an important reference guide to researchers and managers. 

 

 

-- Vanitha Swaminathan

We are living in an era where the brand has never been more important to businesses, non-profit and third sector organisations. This comprehensive handbook provides considerable detail on the make-up of brands and contemporary ideas on how they should be managed. As such it will be of great use to both a practitioners and academics that wish to develop their knowledge of brands.

 

-- Stuart R

ISBN: 9781529692952

Dimensions: unknown

Weight: unknown

616 pages