How are brands created? How can their value be measured? What opportunities do co-branding and 'born global' digital brands present? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity which are lacking in some other texts. Featuring case studies and examples throughout from the likes of Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines up to the minute topics including managing brand crisis, brands and societal responsibility and digital brand analytics. Written by active researchers who have widely published in the area and possess extensive industry experience, it is supported by a range of features, including learning outcomes, 'in practice' boxes, key concepts and discussion questions. With online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises, this is an indispensable resource for students studying brand management.