Strategic Brand Management and Development

The second edition of Strategic Brand Management and Development provides a comprehensive, multi-perspective approach to creating and marketing successful brands, now updated with new content on brand purpose, AI in branding, and expanded case studies including a brand of Indian origin. Readers will gain practical knowledge for developing effective brand strategies through the book's unique combination of managerial, socio-cultural, and psychological perspectives. New features include chapter-opening concept summaries for quick reference, expanded coverage of brand equity models, and new sections on brand purpose and AI in branding. The addition of two in-depth global brand case studies allows readers to see the interconnections between different branding concepts in real-world applications, while updated content on brand activism and aesthetic strategies reflects current industry trends. This textbook is designed for undergraduate and postgraduate students studying brand management, marketing strategy, and consumer behaviour who already possess fundamental marketing knowledge. It is particularly suitable for courses in Strategic Brand Management, Branding, and Brand Design in higher education institutions. Supporting materials include PowerPoint slides with additional content and an updated document with links to sources and examples that can be used in classroom teaching.