The Future of Branding

The editors have put together the thoughts of leading authors on brand management, including the maestros in brand management like Jean-Noel Kapferer and Kevin Lane Keller. The book has four sections covering Brand Strategy, Brand Building, Leveraging Brands and Brand Performance Management. Contrary to the title of the book, which is the future of branding, the writings cover the principles and strategic issues of brand management. Beginning with a description of brand architecture, which presents a macro perspective of business strategy, the first section on Brand building tends to randomly move to Customer Lifetime value for growing profits to Branding in Retail. These chapters tend to be descriptive in nature without touching upon some of the transformations happening in the environment including the explosion of the digital and e-commerce world.