Table of Contents

Part I - Brand Perspectives, Ch 1 - Perspectives and paradigms in brand management, Ch 2 - Brand equity, Ch 3 - Brand manifold, Part II - Brand Management, Ch 4 - Brand positioning, Ch 5 - Understanding brand performance measures, Ch 6 - Predictable patterns in buyer behaviour and brand metrics, Ch 7 - A model or brand salience, Ch 8 - Co-branding, Ch 9 - Employer brands, Ch 10 - Business-to-business brand management, Ch 11 - Legal aspects of brand management, Ch 12 - Brand evolution and demise, Part III - Brand Futures, Ch 13 - Emerging brands, Ch 14 - Consumers' relationship with brands, Ch 15 - Experiential branding, Ch 16 - Brand authenticity, Ch 17 - Shifting brands

About the Author

Mark D. Uncles is Professor of Marketing and Associate Dean Undergraduate in the School of Marketing at the University of NSW. He has taught at all levels of tertiary education, including bachelor, specialist masters and MBA programmes, doctoral programmes, non-degree certificate courses, open executive programmes and company-specific executive courses. Mark is Area Editor for the Journal of Product and Brand Management and for the Australian Journal of Management. He is on the Board of the International Journal of Research in Marketing, the Journal of Brand Management, the Journal of Empirical Generalizations in Marketing, the Australasian Journal of Marketing, the Journal of International Consumer Marketing, and the Journal of Direct, Data and Digital Marketing Practice.