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The Sage Handbook of Brand Management
Edited by:
- Lia Zarantonello - University of Roehampton, UK
- Daniela Andreini
December 2025 | 616 pages | SAGE Publications Ltd
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
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
Lia Zarantonello & Daniela Andreini
Introduction
Part One: Introduction to Brand Management
Isabelle Aimé, Fabienne Berger- Remy, Marie-Ève Laporte
Chapter 1: The resilience of the Brand Management System: Historical perspective and current challenges
Tilde Heding
Chapter 2: Perspectives on Brand Management
John M.T. Balmer
Chapter 3: Corporate Brand Management: Formation and Evolution Since the 1990s
Aysegül Özsomer, Selin Altaras
Chapter 4: Global Branding: Past, Present and Future
Laurence Minsky, Ilan Geva
Chapter 5: Brand Management Across Countries and Cultures: The Challenges and Opportunities
Part Two: Foundations of Brand Management
Minjung Kim, Joon Ho Lim
Chapter 6: Visual Brand Identity: The Role of Logos in Brand Management
Sheena Leek
Chapter 7: Brand Identity, brand reputation and brand image in the B2B Context.
Mijka Ghorbani
Chapter 8: B2C and B2B brand personality in a digital world
Filipa Rosado-Pinto, Sandra Maria Correia Loureiro
Chapter 9: Brand authenticity: conceptualization and future directions
Salvador del Barrio-García,Juan Miguel Alcántara-Pilar, Eugenia Rodríguez-López, Álvaro Rojas-Lamorena, Beatriz García-Carrión
Chapter 10: Unraveling Brand Equity: A Theoretical Review and Directions for Future Research
Irina Gorea, Jenna Jacobson
Chapter 11: Employee-based brand equity
Part Three: Strategic Brand Management
John M.T. Balmer
Chapter 12: Principles of Corporate Brand Management
Clarinda Jansberg
Chapter 13: Brand Portfolio Auditing And Brand Architecture Strategy
Sunny Vijay Arora, Arti D. Kalro, Dinesh Sharma
Chapter 14: “What’s in a Name?” A Discourse on Brand Naming
Ceyda Paydas Turan
Chapter 15: Co-Branding Strategy: Theoretical Perspectives, Contemporary Practices, and Research Directions
Cleopatra Veloutsou, Asli Tolunay, Sergio Andrés Osuna-Ramírez, Hui Chen
Chapter 16: Brand Relationships
Robert Karaszewski
Chapter 17: Brand management in times of crisis
Gabriele Murtas, George Christodoulides
Chapter 18: Managing Luxury Brands: Strategies in Brand Management
Susan M. Mudambi, Jessica Keech
Chapter 19: Business-to-Business Brand Management: Insights for Entrepreneurship
Part Four: Brand Management Performance
Faheem Gul Gilal, Jian Zhang, Zhiyong Yang, Shadma Shahid
Chapter 20: Positive Brand-Related Constructs: Antecedents, Outcomes, and Moderators
Daniela Andreini, Lia Zarantonello
Chapter 21: Negative Emotions Towards Brands: Theoretical Perspectives, Measurement, and Future Research
Michela Addis, Giulia Miniero
Chapter 22: Enhancing Brand Experience In The Digital Transformation Age: Insights From Qualitative And Quantitative Research Methodologies
Valentina Mazzoli
Chapter 23: Brand Engagement Overview: definitions, measurements, and strategies
Daniele Dalli
Chapter 24: The role of consumption communities in brand value co-creation and co-destruction
David Barros-Arrieta
Chapter 25: Internal branding for practice and research: guidance for its definition, implementation, and outcomes measurement
M. Berk Ataman, Koen Pauwels, Burcu Sezen
Chapter 26: Unraveling the Complexity of Brand Performance: Holistic Framework and Practical Guidelines
Jacek Kall
Chapter 27: An overview of brand metrics – monitoring brand’s competitive standing
Part Five: Contemporary Issues in Brand Management
Yunyi Wei, Kokho (Jason) Sit, Yuksel Ekinci
Chapter 28: Brand Morality: A Critical Review And Contemporary Challenges
Bianca Grohmann
Chapter 29: Brand social responsibility
Zoe Lee, Rossella C. Gambetti, Sharifah Alwi
Chapter 30: Diversity, equity and inclusion (DEI) and branding
Angela A. Beccanulli, Silvia Biraghi, Rossella C. Gambetti
Chapter 31: Brands in the firing line: unveiling the cultural controversies of contemporary brand activism
Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes
Chapter 32: Branding For Impact In Nonprofit Organizations: Understanding The Strategies
Manfred Bruhn, Stefanie Stilz, Anja Zimmermann
Chapter 33: Brand Happiness as a Promising Brand Asset – Important Empirical Insights
Saleh Bazi
Chapter 34: Technology-augmented brand management
Martina Quadri, Liselot Hudders
Chapter 35: “The Influencer Effect: Mapping Influencer Marketing in Brand Management”
Laurence Dessart, Lisa Baiwir
Chapter 36: Play Smart, Win Big: How Game Elements Can Benefit Brands
Part Six: Future Directions in Brand Management
Yang Cheng, Mengge Yang, Chen Lin
Chapter 37: Augmenting Brands: Harnessing Artificial Intelligence for Brand Management
Carolyn Wilson-Nash
Chapter 38: Branding and Ageing Consumers: Breaking the Stereotype
Nicholas Ind, Michela Mingione, Oriol Iglesias
Chapter 39: Becoming conscientious: how brands can shape a better world
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.
Robert D. Calkins Professor of International Business & Faculty Director, Center on Global Brand Leadership
As brands grow in their importance and application, so does their complexity. Fortunately, The Sage Handbook of Brand Management is an impressively comprehensive guide for what matters and what’s next with branding. Immediately impactful, it offers academically-grounded, practically-minded insights into a wide spectrum of branding challenges and opportunities.
E.B. Osborn Professor of Marketing, Tuck School of Business
The Sage Handbook of Brand Management is a comprehensive guide to research in brand management. It highlights many perspectives on brand management by leading thinkers. It spotlights a traditional functional view, to more socially constructed view and also a technology-mediated view of brands— it will surely be an important reference guide to researchers and managers.
Professor of Marketing, University of Pittsburgh
We are living in an era where the brand has never been more important to businesses, non-profit and third sector organisations. This comprehensive handbook provides considerable detail on the make-up of brands and contemporary ideas on how they should be managed. As such it will be of great use to both a practitioners and academics that wish to develop their knowledge of brands.
Professor, Newcastle Business School, Northumbria University