02954nam a22003135i 4500 in00024327845 20260329113805.0 250919s2025 cou 000 0 eng 2025947482 9781529692952 (hardcover) DLC eng rda DLC AU pcc Alfaisal Main Library HF5415.1255 2026 LIA ZARANTONELLO The Sage handbook of brand management / Lia Zarantonello, Daniela Andreini. 1st. 2512 Thousand Oaks : Sage Publications Ltd, ©2026 660 pages text txt rdacontent unmediated n rdamedia volume nc rdacarrier "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"-- Print books. local 4 Zarantonello, Lia, editor. Andreini, Daniela, editor. lcc BOOKS 608476 608476 0 0 lcc 0 0 AU AU GEN 2026-03-29 0 HF5415.1255 2026 AU00000000021421 2026-03-29 11:46:33 1320.00 2026-03-29 BOOKS