Lia Zarantonello is a Professor of Marketing at Roehampton University in London. Previously, she has held academic positions at prestigious universities in the UK, France, and Italy, and has been a visiting scholar at renowned institutions worldwide. Her research expertise lies in brand management and consumer psychology, with a particular focus on consumer experiences, well-being, scale development, and brand communications. Her work has been published in leading journals, including the Annual Review of Psychology, the Journal of Consumer Psychology, and the Journal of Marketing. She currently serves as an Associate Editor for both the Journal of Business Research and the Italian Journal of Marketing, and is an active member of several editorial boards, including the Journal of Brand Management and the Journal of Product & Brand Management. Lia is recognized as one of the world’s top scientists in the Stanford/Elsevier Top 2% Scientist Rankings and has won various awards for her research on brands and consumers.Daniela Andreini, Ph.D., is serving as Head of the Department of Management and Full Professor in Marketing at the University of Bergamo, Italy. Specializing in brand management, digital marketing, and business model innovation, Prof. Andreini imparts her expertise to graduate and undergraduate students, and has international teaching experience. Her extensive research contributions have been published in numerous prestigious journals such as AMS Review and Journal of Business Research. Prof. Andreini is also actively involved in editorial roles for journals like the Journal of Product and Brand Management and International Journal of Management Reviews. Additionally, she is a member of various scientific committees, including the Special Interest Group (SIG) Brand, Identity, and Corporate Reputation of the Academy of Marketing.

This handbook is a landmark contribution to branding scholarship. It brings together rigorous theoretical perspectives and timely, real-world insights covering a wide range of topics ranging from brand equity, identity, and authenticity to co-branding, internal branding, brand engagement, influencer marketing, brand activism, AI, and aging consumers.  Having done research on brands for years and seeing many branding papers as editors, I find this handbook an excellent resource. It is a must-read for scholars, educators, and professionals seeking to understand and contribute to brand management.

• Introduction - Lia Zarantonello & Daniela AndreiniPart One: Introduction to Brand ManagementChapter 1: The resilience of the Brand Management System: Historical perspective and current challenges - Isabelle Aimé, Fabienne Berger- Remy, Marie-Ève LaporteChapter 2: Perspectives on Brand Management - Tilde HedingChapter 3: Corporate Brand Management: Formation and Evolution Since the 1990s - John M.T. BalmerChapter 4: Global Branding: Past, Present and Future - Aysegül Özsomer, Selin AltarasChapter 5: Brand Management Across Countries and Cultures: The Challenges and Opportunities - Laurence Minsky, Ilan GevaPart Two: Foundations of Brand ManagementChapter 6: Visual Brand Identity: The Role of Logos in Brand Management - Minjung Kim, Joon Ho LimChapter 7: Brand Identity, brand reputation and brand image in the B2B Context. - Sheena LeekChapter 8: B2C and B2B brand personality in a digital world - Mijka GhorbaniChapter 9: Brand authenticity: conceptualization and future directions - Filipa Rosado-Pinto, Sandra Maria Correia LoureiroChapter 10: Unraveling Brand Equity: A Theoretical Review and Directions for Future Research - Salvador del Barrio-García,Juan Miguel Alcántara-Pilar, Eugenia Rodríguez-López, Álvaro Rojas-Lamorena, Beatriz García-CarriónChapter 11: Employee-based brand equity - Irina Gorea, Jenna JacobsonPart Three: Strategic Brand ManagementChapter 12: Principles of Corporate Brand Management - John M.T. BalmerChapter 13: Brand Portfolio Auditing And Brand Architecture Strategy - Clarinda JansbergChapter 14: “What’s in a Name?” A Discourse on Brand Naming - Sunny Vijay Arora, Arti D. Kalro, Dinesh SharmaChapter 15: Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices, and Research Directions - Ceyda Paydas TuranChapter 16: Brand Relationships - Cleopatra Veloutsou, Asli Tolunay, Sergio Andrés Osuna-Ramírez, Hui ChenChapter 17: Brand management in times of crisis - Robert KaraszewskiChapter 18: Managing Luxury Brands: Strategies in Brand Management - Gabriele Murtas, George ChristodoulidesChapter 19: Business-to-Business Brand Management: Insights for Entrepreneurship - Susan M. Mudambi, Jessica KeechPart Four: Brand Management PerformanceChapter 20: Positive Brand-Related Constructs: Antecedents, Outcomes, and Moderators - Faheem Gul Gilal, Jian Zhang, Zhiyong Yang, Shadma ShahidChapter 21: Negative Emotions Towards Brands: Theoretical Perspectives, Measurement, and Future Research - Daniela Andreini, Lia ZarantonelloChapter 22: Enhancing Brand Experience In The Digital Transformation Age: Insights From Qualitative And Quantitative Research Methodologies - Michela Addis, Giulia MinieroChapter 23: Brand Engagement Overview: definitions, measurements, and strategies - Valentina MazzoliChapter 24: The role of consumption communities in brand value co-creation and co-destruction - Daniele DalliChapter 25: Internal branding for practice and research: guidance for its definition, implementation, and outcomes measurement - David Barros-ArrietaChapter 26: Unraveling the Complexity of Brand Performance: Holistic Framework and Practical Guidelines - M. Berk Ataman, Koen Pauwels, Burcu SezenChapter 27: An overview of brand metrics – monitoring brand’s competitive standing - Jacek KallPart Five: Contemporary Issues in Brand ManagementChapter 28: Brand Morality: A Critical Review And Contemporary Challenges - Yunyi Wei, Kokho (Jason) Sit, Yuksel EkinciChapter 29: Brand social responsibility - Bianca GrohmannChapter 30: Diversity, equity and inclusion (DEI) and branding - Zoe Lee, Rossella C. Gambetti, Sharifah AlwiChapter 31: Brands in the firing line: unveiling the cultural controversies of contemporary brand activism - Angela A. Beccanulli, Silvia Biraghi, Rossella C. GambettiChapter 32: Branding For Impact In Nonprofit Organizations: Understanding The Strategies - Lara Mendes Christ Bonella Sepulcri, Emerson Wagner MainardesChapter 33: Brand Happiness as a Promising Brand Asset – Important Empirical Insights - Manfred Bruhn, Stefanie Stilz, Anja ZimmermannChapter 34: Technology-augmented brand management - Saleh BaziChapter 35: “The Influencer Effect: Mapping Influencer Marketing in Brand Management” - Martina Quadri, Liselot HuddersChapter 36: Play Smart, Win Big: How Game Elements Can Benefit Brands - Laurence Dessart, Lisa BaiwirPart Six: Future Directions in Brand ManagementChapter 37: Augmenting Brands: Harnessing Artificial Intelligence for Brand Management - Yang Cheng, Mengge Yang, Chen LinChapter 38: Branding and Ageing Consumers: Breaking the Stereotype - Carolyn Wilson-NashChapter 39: Becoming conscientious: how brands can shape a better world - Nicholas Ind, Michela Mingione, Oriol Iglesias

Lia Zarantonello is a Professor of Marketing at Roehampton University in London. Previously, she has held academic positions at prestigious universities in the UK, France, and Italy, and has been a visiting scholar at renowned institutions worldwide. Her research expertise lies in brand management and consumer psychology, with a particular focus on consumer experiences, well-being, scale development, and brand communications. Her work has been published in leading journals, including the Annual Review of Psychology, the Journal of Consumer Psychology, and the Journal of Marketing. She currently serves as an Associate Editor for both the Journal of Business Research and the Italian Journal of Marketing, and is an active member of several editorial boards, including the Journal of Brand Management and the Journal of Product & Brand Management. Lia is recognized as one of the world’s top scientists in the Stanford/Elsevier Top 2% Scientist Rankings and has won various awards for her research on brands and consumers.Daniela Andreini, Ph.D., is serving as Head of the Department of Management and Full Professor in Marketing at the University of Bergamo, Italy. Specializing in brand management, digital marketing, and business model innovation, Prof. Andreini imparts her expertise to graduate and undergraduate students, and has international teaching experience. Her extensive research contributions have been published in numerous prestigious journals such as AMS Review and Journal of Business Research. Prof. Andreini is also actively involved in editorial roles for journals like the Journal of Product and Brand Management and International Journal of Management Reviews. Additionally, she is a member of various scientific committees, including the Special Interest Group (SIG) Brand, Identity, and Corporate Reputation of the Academy of Marketing.

This handbook is a landmark contribution to branding scholarship. It brings together rigorous theoretical perspectives and timely, real-world insights covering a wide range of topics ranging from brand equity, identity, and authenticity to co-branding, internal branding, brand engagement, influencer marketing, brand activism, AI, and aging consumers.  Having done research on brands for years and seeing many branding papers as editors, I find this handbook an excellent resource. It is a must-read for scholars, educators, and professionals seeking to understand and contribute to brand management.

• Introduction - Lia Zarantonello & Daniela AndreiniPart One: Introduction to Brand ManagementChapter 1: The resilience of the Brand Management System: Historical perspective and current challenges - Isabelle Aimé, Fabienne Berger- Remy, Marie-Ève LaporteChapter 2: Perspectives on Brand Management - Tilde HedingChapter 3: Corporate Brand Management: Formation and Evolution Since the 1990s - John M.T. BalmerChapter 4: Global Branding: Past, Present and Future - Aysegül Özsomer, Selin AltarasChapter 5: Brand Management Across Countries and Cultures: The Challenges and Opportunities - Laurence Minsky, Ilan GevaPart Two: Foundations of Brand ManagementChapter 6: Visual Brand Identity: The Role of Logos in Brand Management - Minjung Kim, Joon Ho LimChapter 7: Brand Identity, brand reputation and brand image in the B2B Context. - Sheena LeekChapter 8: B2C and B2B brand personality in a digital world - Mijka GhorbaniChapter 9: Brand authenticity: conceptualization and future directions - Filipa Rosado-Pinto, Sandra Maria Correia LoureiroChapter 10: Unraveling Brand Equity: A Theoretical Review and Directions for Future Research - Salvador del Barrio-García,Juan Miguel Alcántara-Pilar, Eugenia Rodríguez-López, Álvaro Rojas-Lamorena, Beatriz García-CarriónChapter 11: Employee-based brand equity - Irina Gorea, Jenna JacobsonPart Three: Strategic Brand ManagementChapter 12: Principles of Corporate Brand Management - John M.T. BalmerChapter 13: Brand Portfolio Auditing And Brand Architecture Strategy - Clarinda JansbergChapter 14: “What’s in a Name?” A Discourse on Brand Naming - Sunny Vijay Arora, Arti D. Kalro, Dinesh SharmaChapter 15: Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices, and Research Directions - Ceyda Paydas TuranChapter 16: Brand Relationships - Cleopatra Veloutsou, Asli Tolunay, Sergio Andrés Osuna-Ramírez, Hui ChenChapter 17: Brand management in times of crisis - Robert KaraszewskiChapter 18: Managing Luxury Brands: Strategies in Brand Management - Gabriele Murtas, George ChristodoulidesChapter 19: Business-to-Business Brand Management: Insights for Entrepreneurship - Susan M. Mudambi, Jessica KeechPart Four: Brand Management PerformanceChapter 20: Positive Brand-Related Constructs: Antecedents, Outcomes, and Moderators - Faheem Gul Gilal, Jian Zhang, Zhiyong Yang, Shadma ShahidChapter 21: Negative Emotions Towards Brands: Theoretical Perspectives, Measurement, and Future Research - Daniela Andreini, Lia ZarantonelloChapter 22: Enhancing Brand Experience In The Digital Transformation Age: Insights From Qualitative And Quantitative Research Methodologies - Michela Addis, Giulia MinieroChapter 23: Brand Engagement Overview: definitions, measurements, and strategies - Valentina MazzoliChapter 24: The role of consumption communities in brand value co-creation and co-destruction - Daniele DalliChapter 25: Internal branding for practice and research: guidance for its definition, implementation, and outcomes measurement - David Barros-ArrietaChapter 26: Unraveling the Complexity of Brand Performance: Holistic Framework and Practical Guidelines - M. Berk Ataman, Koen Pauwels, Burcu SezenChapter 27: An overview of brand metrics – monitoring brand’s competitive standing - Jacek KallPart Five: Contemporary Issues in Brand ManagementChapter 28: Brand Morality: A Critical Review And Contemporary Challenges - Yunyi Wei, Kokho (Jason) Sit, Yuksel EkinciChapter 29: Brand social responsibility - Bianca GrohmannChapter 30: Diversity, equity and inclusion (DEI) and branding - Zoe Lee, Rossella C. Gambetti, Sharifah AlwiChapter 31: Brands in the firing line: unveiling the cultural controversies of contemporary brand activism - Angela A. Beccanulli, Silvia Biraghi, Rossella C. GambettiChapter 32: Branding For Impact In Nonprofit Organizations: Understanding The Strategies - Lara Mendes Christ Bonella Sepulcri, Emerson Wagner MainardesChapter 33: Brand Happiness as a Promising Brand Asset – Important Empirical Insights - Manfred Bruhn, Stefanie Stilz, Anja ZimmermannChapter 34: Technology-augmented brand management - Saleh BaziChapter 35: “The Influencer Effect: Mapping Influencer Marketing in Brand Management” - Martina Quadri, Liselot HuddersChapter 36: Play Smart, Win Big: How Game Elements Can Benefit Brands - Laurence Dessart, Lisa BaiwirPart Six: Future Directions in Brand ManagementChapter 37: Augmenting Brands: Harnessing Artificial Intelligence for Brand Management - Yang Cheng, Mengge Yang, Chen LinChapter 38: Branding and Ageing Consumers: Breaking the Stereotype - Carolyn Wilson-NashChapter 39: Becoming conscientious: how brands can shape a better world - Nicholas Ind, Michela Mingione, Oriol Iglesias

Lia Zarantonello is a Professor of Marketing at Roehampton University in London. Previously, she has held academic positions at prestigious universities in the UK, France, and Italy, and has been a visiting scholar at renowned institutions worldwide. Her research expertise lies in brand management and consumer psychology, with a particular focus on consumer experiences, well-being, scale development, and brand communications. Her work has been published in leading journals, including the Annual Review of Psychology, the Journal of Consumer Psychology, and the Journal of Marketing. She currently serves as an Associate Editor for both the Journal of Business Research and the Italian Journal of Marketing, and is an active member of several editorial boards, including the Journal of Brand Management and the Journal of Product & Brand Management. Lia is recognized as one of the world’s top scientists in the Stanford/Elsevier Top 2% Scientist Rankings and has won various awards for her research on brands and consumers.Daniela Andreini, Ph.D., is serving as Head of the Department of Management and Full Professor in Marketing at the University of Bergamo, Italy. Specializing in brand management, digital marketing, and business model innovation, Prof. Andreini imparts her expertise to graduate and undergraduate students, and has international teaching experience. Her extensive research contributions have been published in numerous prestigious journals such as AMS Review and Journal of Business Research. Prof. Andreini is also actively involved in editorial roles for journals like the Journal of Product and Brand Management and International Journal of Management Reviews. Additionally, she is a member of various scientific committees, including the Special Interest Group (SIG) Brand, Identity, and Corporate Reputation of the Academy of Marketing.

This handbook is a landmark contribution to branding scholarship. It brings together rigorous theoretical perspectives and timely, real-world insights covering a wide range of topics ranging from brand equity, identity, and authenticity to co-branding, internal branding, brand engagement, influencer marketing, brand activism, AI, and aging consumers.  Having done research on brands for years and seeing many branding papers as editors, I find this handbook an excellent resource. It is a must-read for scholars, educators, and professionals seeking to understand and contribute to brand management.

• Introduction - Lia Zarantonello & Daniela AndreiniPart One: Introduction to Brand ManagementChapter 1: The resilience of the Brand Management System: Historical perspective and current challenges - Isabelle Aimé, Fabienne Berger- Remy, Marie-Ève LaporteChapter 2: Perspectives on Brand Management - Tilde HedingChapter 3: Corporate Brand Management: Formation and Evolution Since the 1990s - John M.T. BalmerChapter 4: Global Branding: Past, Present and Future - Aysegül Özsomer, Selin AltarasChapter 5: Brand Management Across Countries and Cultures: The Challenges and Opportunities - Laurence Minsky, Ilan GevaPart Two: Foundations of Brand ManagementChapter 6: Visual Brand Identity: The Role of Logos in Brand Management - Minjung Kim, Joon Ho LimChapter 7: Brand Identity, brand reputation and brand image in the B2B Context. - Sheena LeekChapter 8: B2C and B2B brand personality in a digital world - Mijka GhorbaniChapter 9: Brand authenticity: conceptualization and future directions - Filipa Rosado-Pinto, Sandra Maria Correia LoureiroChapter 10: Unraveling Brand Equity: A Theoretical Review and Directions for Future Research - Salvador del Barrio-García,Juan Miguel Alcántara-Pilar, Eugenia Rodríguez-López, Álvaro Rojas-Lamorena, Beatriz García-CarriónChapter 11: Employee-based brand equity - Irina Gorea, Jenna JacobsonPart Three: Strategic Brand ManagementChapter 12: Principles of Corporate Brand Management - John M.T. BalmerChapter 13: Brand Portfolio Auditing And Brand Architecture Strategy - Clarinda JansbergChapter 14: “What’s in a Name?” A Discourse on Brand Naming - Sunny Vijay Arora, Arti D. Kalro, Dinesh SharmaChapter 15: Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices, and Research Directions - Ceyda Paydas TuranChapter 16: Brand Relationships - Cleopatra Veloutsou, Asli Tolunay, Sergio Andrés Osuna-Ramírez, Hui ChenChapter 17: Brand management in times of crisis - Robert KaraszewskiChapter 18: Managing Luxury Brands: Strategies in Brand Management - Gabriele Murtas, George ChristodoulidesChapter 19: Business-to-Business Brand Management: Insights for Entrepreneurship - Susan M. Mudambi, Jessica KeechPart Four: Brand Management PerformanceChapter 20: Positive Brand-Related Constructs: Antecedents, Outcomes, and Moderators - Faheem Gul Gilal, Jian Zhang, Zhiyong Yang, Shadma ShahidChapter 21: Negative Emotions Towards Brands: Theoretical Perspectives, Measurement, and Future Research - Daniela Andreini, Lia ZarantonelloChapter 22: Enhancing Brand Experience In The Digital Transformation Age: Insights From Qualitative And Quantitative Research Methodologies - Michela Addis, Giulia MinieroChapter 23: Brand Engagement Overview: definitions, measurements, and strategies - Valentina MazzoliChapter 24: The role of consumption communities in brand value co-creation and co-destruction - Daniele DalliChapter 25: Internal branding for practice and research: guidance for its definition, implementation, and outcomes measurement - David Barros-ArrietaChapter 26: Unraveling the Complexity of Brand Performance: Holistic Framework and Practical Guidelines - M. Berk Ataman, Koen Pauwels, Burcu SezenChapter 27: An overview of brand metrics – monitoring brand’s competitive standing - Jacek KallPart Five: Contemporary Issues in Brand ManagementChapter 28: Brand Morality: A Critical Review And Contemporary Challenges - Yunyi Wei, Kokho (Jason) Sit, Yuksel EkinciChapter 29: Brand social responsibility - Bianca GrohmannChapter 30: Diversity, equity and inclusion (DEI) and branding - Zoe Lee, Rossella C. Gambetti, Sharifah AlwiChapter 31: Brands in the firing line: unveiling the cultural controversies of contemporary brand activism - Angela A. Beccanulli, Silvia Biraghi, Rossella C. GambettiChapter 32: Branding For Impact In Nonprofit Organizations: Understanding The Strategies - Lara Mendes Christ Bonella Sepulcri, Emerson Wagner MainardesChapter 33: Brand Happiness as a Promising Brand Asset – Important Empirical Insights - Manfred Bruhn, Stefanie Stilz, Anja ZimmermannChapter 34: Technology-augmented brand management - Saleh BaziChapter 35: “The Influencer Effect: Mapping Influencer Marketing in Brand Management” - Martina Quadri, Liselot HuddersChapter 36: Play Smart, Win Big: How Game Elements Can Benefit Brands - Laurence Dessart, Lisa BaiwirPart Six: Future Directions in Brand ManagementChapter 37: Augmenting Brands: Harnessing Artificial Intelligence for Brand Management - Yang Cheng, Mengge Yang, Chen LinChapter 38: Branding and Ageing Consumers: Breaking the Stereotype - Carolyn Wilson-NashChapter 39: Becoming conscientious: how brands can shape a better world - Nicholas Ind, Michela Mingione, Oriol Iglesias