Brand Management Building and Managing Strong Brands

Rajeev Batra is the recipient of the 2025-2026 Americal Marketing Association (AMA) Branding Special Interest Group (SIG) Lifetime Contribution AwardBrand Management: Building and Managing Strong Brands offers a clear, step-by-step playbook for building and sustaining strong brands in today’s dynamic marketplace and features over 50 case studies. Drawing from more than three decades of teaching and researching brand building, author Rajeev Batra equips students with the tools and confidence to build, manage, and grow strong brands throughout their marketing careers.Highlights NEW! An AI Literacy module prepares students to engage confidently with today′s AI tools through an interactive, outcomes-focused experience—with minimal instructor lift and no course redesign required. Available exclusively in Sage Vantage and written by professors who teach and publish about AI, the AI Information Literacy, Academic Integrity, and Responsible AI Use integrates video, data driven examples, applied activities, Knowledge Checks, and built-in assessments that help instructors track student understanding. Focused on strengthening critical thinking, the module teaches students how to evaluate AI outputs for accuracy and bias while developing responsible prompting strategies that support academic success without compromising students′ intellectual growth.