Barbara Loken is Professor of Marketing at the Carlson School, University of Minnesota. She is a recognized expert in the fields of branding and consumer psychology. She received her Ph.D. in social psychology at the University of Illinois and is currently both a professor in the marketing department and an adjunct professor in the psychology department at the University of Minnesota. She has published extensively on branding topics in leading marketing and consumer psychology journals. She has served as associate editor for the premiere consumer marketing journal, Journal of Consumer Research, has served on the editorial boards of leading consumer marketing journals, and has received national media attention for her research. Rohini Ahluwalia is Professor of Marketing at the Carlson School of Management, University of Minnesota. She is well-known for her persuasion-based research in branding and advertising. Her work has been published in leading scholarly journals and reported in several national and international media outlets such as National Public Radio, New York Times, and CBS News. She serves as an Associate Editor for the Journal of Consumer Research, and has been named to the Editorial Review Boards of several other leading marketing journals. She received her Ph.D. from the Ohio State University. Michael J. Houston is Ecolab-Pierson M. Grieve Chair in International Marketing at the Carlson School of Management, University of Minnesota. He received his Ph.D. at the University of Illinois. He is a former editor of the Journal of Marketing Research and has served on the editorial boards of other leading marketing journals. He has published extensively in the area of consumer behavior. His current research focuses on cultural effects on consumer behavior, especially in the area of branding.

"I think the strong positive of the proposal is that it is focused and based on solid academic work—Minnesota is a leader in this area—especially Houston, Loken and Roedder-John I think this would be a perfect book for the Marketing and Consumer Psychology series" Barbara Loken holds a PhD In Social Psychology (1981) from the U of Illinois (Robert Wyer was her advisor) Rohini is an active researcher, and Mike Houston is the former Editor of the Journal of Marketing Research" - Curtis P. Haugtvedt, Ohio State University" The novelty of the book is to address branding from a research perspective. This is an impressive list of contributors and the book is very comprehensive in its scope." - Marc Batey, author of BRAND MEANING, coming in 2008"This volume reflects the work of arguably the most talented collection of brand researchers at any top business school in the world, as well as contributions of other leading branding thought leaders from organizations. It offers perspectives and insights that will be vital to successful brand management in the future. Specifically, it addresses branding topics that have been of enduring interest (brand extensions and brand alliances) as well as topics that have become increasingly more important in recent years (corporate social responsibility and brand emotions) It provides alternative perspectives on brands and their meaning, measurements, management and protection." - Kevin Lane Keller, Dartmouth University

• K. Keller, Foreword. C. Haugtvedt, Series Foreword. B. Loken, R. Ahluwalia, M.J. Houston, Preface. Part 1. Overview. B. Loken, R. Ahluwalia, M.J. Houston, The Science of Branding: Introductory Chapter. Part 2. Managing and Leveraging Brands. B. Loken, C. Joiner, M.J. Houston, Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research. A. Rao, Brand Alliances. R. Ahluwalia, A. Kaikati, Traveling the Paths to Brand Loyalty. Z. Gurhan-Canli, A. Fries, Branding and Corporate Social Responsibility (CSR). Part 3. Cultural, Sociological, and Global Branding Perspectives. C. Torelli, H.T. Keh, C. Chiu, Cultural Symbolism of Brands. T.C. O’Guinn, A.M. Muniz, Jr., Towards a Sociological Model of Brands. Part 4. New Directions in Measurement of Brand Equity. C.W. Park, D.J. MacInnis, X. Dreze, J. Lee, Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity. B. Shiv, A. Bechara, Revisiting the Customer Value Proposition: The Power of Brand Emotion. T. Erdem, J. Swait, Utility-Based Models of Brand Equity. Part 5. Protecting Brands. B. Loken, D. Roedder John, When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution. S. Baird, Brands and Trademarks: The Legal Implications of Branding.

Barbara Loken is Professor of Marketing at the Carlson School, University of Minnesota. She is a recognized expert in the fields of branding and consumer psychology. She received her Ph.D. in social psychology at the University of Illinois and is currently both a professor in the marketing department and an adjunct professor in the psychology department at the University of Minnesota. She has published extensively on branding topics in leading marketing and consumer psychology journals. She has served as associate editor for the premiere consumer marketing journal, Journal of Consumer Research, has served on the editorial boards of leading consumer marketing journals, and has received national media attention for her research. Rohini Ahluwalia is Professor of Marketing at the Carlson School of Management, University of Minnesota. She is well-known for her persuasion-based research in branding and advertising. Her work has been published in leading scholarly journals and reported in several national and international media outlets such as National Public Radio, New York Times, and CBS News. She serves as an Associate Editor for the Journal of Consumer Research, and has been named to the Editorial Review Boards of several other leading marketing journals. She received her Ph.D. from the Ohio State University. Michael J. Houston is Ecolab-Pierson M. Grieve Chair in International Marketing at the Carlson School of Management, University of Minnesota. He received his Ph.D. at the University of Illinois. He is a former editor of the Journal of Marketing Research and has served on the editorial boards of other leading marketing journals. He has published extensively in the area of consumer behavior. His current research focuses on cultural effects on consumer behavior, especially in the area of branding.

"I think the strong positive of the proposal is that it is focused and based on solid academic work—Minnesota is a leader in this area—especially Houston, Loken and Roedder-John I think this would be a perfect book for the Marketing and Consumer Psychology series" Barbara Loken holds a PhD In Social Psychology (1981) from the U of Illinois (Robert Wyer was her advisor) Rohini is an active researcher, and Mike Houston is the former Editor of the Journal of Marketing Research" - Curtis P. Haugtvedt, Ohio State University" The novelty of the book is to address branding from a research perspective. This is an impressive list of contributors and the book is very comprehensive in its scope." - Marc Batey, author of BRAND MEANING, coming in 2008"This volume reflects the work of arguably the most talented collection of brand researchers at any top business school in the world, as well as contributions of other leading branding thought leaders from organizations. It offers perspectives and insights that will be vital to successful brand management in the future. Specifically, it addresses branding topics that have been of enduring interest (brand extensions and brand alliances) as well as topics that have become increasingly more important in recent years (corporate social responsibility and brand emotions) It provides alternative perspectives on brands and their meaning, measurements, management and protection." - Kevin Lane Keller, Dartmouth University

• K. Keller, Foreword. C. Haugtvedt, Series Foreword. B. Loken, R. Ahluwalia, M.J. Houston, Preface. Part 1. Overview. B. Loken, R. Ahluwalia, M.J. Houston, The Science of Branding: Introductory Chapter. Part 2. Managing and Leveraging Brands. B. Loken, C. Joiner, M.J. Houston, Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research. A. Rao, Brand Alliances. R. Ahluwalia, A. Kaikati, Traveling the Paths to Brand Loyalty. Z. Gurhan-Canli, A. Fries, Branding and Corporate Social Responsibility (CSR). Part 3. Cultural, Sociological, and Global Branding Perspectives. C. Torelli, H.T. Keh, C. Chiu, Cultural Symbolism of Brands. T.C. O’Guinn, A.M. Muniz, Jr., Towards a Sociological Model of Brands. Part 4. New Directions in Measurement of Brand Equity. C.W. Park, D.J. MacInnis, X. Dreze, J. Lee, Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity. B. Shiv, A. Bechara, Revisiting the Customer Value Proposition: The Power of Brand Emotion. T. Erdem, J. Swait, Utility-Based Models of Brand Equity. Part 5. Protecting Brands. B. Loken, D. Roedder John, When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution. S. Baird, Brands and Trademarks: The Legal Implications of Branding.

Barbara Loken is Professor of Marketing at the Carlson School, University of Minnesota. She is a recognized expert in the fields of branding and consumer psychology. She received her Ph.D. in social psychology at the University of Illinois and is currently both a professor in the marketing department and an adjunct professor in the psychology department at the University of Minnesota. She has published extensively on branding topics in leading marketing and consumer psychology journals. She has served as associate editor for the premiere consumer marketing journal, Journal of Consumer Research, has served on the editorial boards of leading consumer marketing journals, and has received national media attention for her research. Rohini Ahluwalia is Professor of Marketing at the Carlson School of Management, University of Minnesota. She is well-known for her persuasion-based research in branding and advertising. Her work has been published in leading scholarly journals and reported in several national and international media outlets such as National Public Radio, New York Times, and CBS News. She serves as an Associate Editor for the Journal of Consumer Research, and has been named to the Editorial Review Boards of several other leading marketing journals. She received her Ph.D. from the Ohio State University. Michael J. Houston is Ecolab-Pierson M. Grieve Chair in International Marketing at the Carlson School of Management, University of Minnesota. He received his Ph.D. at the University of Illinois. He is a former editor of the Journal of Marketing Research and has served on the editorial boards of other leading marketing journals. He has published extensively in the area of consumer behavior. His current research focuses on cultural effects on consumer behavior, especially in the area of branding.

"I think the strong positive of the proposal is that it is focused and based on solid academic work—Minnesota is a leader in this area—especially Houston, Loken and Roedder-John I think this would be a perfect book for the Marketing and Consumer Psychology series" Barbara Loken holds a PhD In Social Psychology (1981) from the U of Illinois (Robert Wyer was her advisor) Rohini is an active researcher, and Mike Houston is the former Editor of the Journal of Marketing Research" - Curtis P. Haugtvedt, Ohio State University" The novelty of the book is to address branding from a research perspective. This is an impressive list of contributors and the book is very comprehensive in its scope." - Marc Batey, author of BRAND MEANING, coming in 2008"This volume reflects the work of arguably the most talented collection of brand researchers at any top business school in the world, as well as contributions of other leading branding thought leaders from organizations. It offers perspectives and insights that will be vital to successful brand management in the future. Specifically, it addresses branding topics that have been of enduring interest (brand extensions and brand alliances) as well as topics that have become increasingly more important in recent years (corporate social responsibility and brand emotions) It provides alternative perspectives on brands and their meaning, measurements, management and protection." - Kevin Lane Keller, Dartmouth University

• K. Keller, Foreword. C. Haugtvedt, Series Foreword. B. Loken, R. Ahluwalia, M.J. Houston, Preface. Part 1. Overview. B. Loken, R. Ahluwalia, M.J. Houston, The Science of Branding: Introductory Chapter. Part 2. Managing and Leveraging Brands. B. Loken, C. Joiner, M.J. Houston, Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research. A. Rao, Brand Alliances. R. Ahluwalia, A. Kaikati, Traveling the Paths to Brand Loyalty. Z. Gurhan-Canli, A. Fries, Branding and Corporate Social Responsibility (CSR). Part 3. Cultural, Sociological, and Global Branding Perspectives. C. Torelli, H.T. Keh, C. Chiu, Cultural Symbolism of Brands. T.C. O’Guinn, A.M. Muniz, Jr., Towards a Sociological Model of Brands. Part 4. New Directions in Measurement of Brand Equity. C.W. Park, D.J. MacInnis, X. Dreze, J. Lee, Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity. B. Shiv, A. Bechara, Revisiting the Customer Value Proposition: The Power of Brand Emotion. T. Erdem, J. Swait, Utility-Based Models of Brand Equity. Part 5. Protecting Brands. B. Loken, D. Roedder John, When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution. S. Baird, Brands and Trademarks: The Legal Implications of Branding.