Explores fresh directions in both brand management research and practice. This book examines such topics as brand attachment, brand permission, and brand meaning. It is suitable for researchers in the areas of marketing, business, management, sociology and psychology.

Contents: Preface PART I: CONCEPTS AND FRAMEWORKS OF BRAND MANAGEMENT 1. Brand Attachment and a Strategic Brand Exemplar C. Whan Park, Deborah J. MacInnis and Joseph Priester 2. Brand Permission: A Conceptual and Managerial Framework Tom Meyvis and Ravi Dhar 3. When Brands Resonate Susan Fournier, Michael R. Solomon and Basil G. Englis 4. Brand Identity: The Guiding Star for Successful Brands Franz-Rudolf Esch PART II: MANAGERIAL CONCEPTS 5. Brand Investment and Shareholder Value Donald Sexton 6. Brand Convergence Dae Ryun Chang 7. Branding and Design Management Jordi Montaña, Francisco Guzmán and Isa Moll 8. Everybody’s Darling? The Target Groups of a Brand Anton Meyer, Benjamin Brudler and Christian Blümelhuber PART III: CONCEPTS AND FRAMEWORKS OF EXPERIENCE MANAGEMENT 9. A Framework for Managing Customer Experiences Bernd H. Schmitt 10. Some Issues Concerning the Concept of Experiential Marketing Rajagopal Raghunathan 11. Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer Experiences J. Josko Brakus PART IV: EMPIRICAL STUDIES AND SCALES FOR BRAND AND EXPERIENCE MANAGEMENT 12. The Effects of Incidental Brand Exposure on Consumption Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons 13. Experiential Attributes and Consumer Judgments J. Josko Brakus, Bernd H. Schmitt and Shi Zhang 14. A Literature Review of Consumer-Based Brand Scales Lia Zarantonello 15. The Role of Brand Naming in Branding Strategies: Insights and Opportunities Sanjay Sood and Shi Zhang PART V: PRACTITIONER PERSPECTIVES 16. Returns on Brand Investments: Maximizing Financial Returns from Brand Strategy Joanna Seddon 17. The Challenges of the Global Brand Hayes Roth 18. Why Does Branding Fail? Ten Barriers to Branding Noriyuki Nakai 19. Building a B2B Corporate Brand David L. Rogers Index