Pantea Foroudi - Contemporary Issues in Branding

This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brands identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level.

Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantitative methods.

Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.

Pantea Foroudi is business manager and solution architect at Foroudi Consultancy, and a member of the Marketing, Branding, and Tourism department at Middlesex University London, UK.

Maria Palazzo is a research fellow at the Department of Political and Communication Sciences (DISPC) at the University of Salerno, Italy, where she is also a member of the Sustainability Communication Centre (SCC).

Edited by Pantea Foroudi and Maria Palazzo

First published 2020

by Routledge

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and by Routledge

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2020 selection and editorial matter, Pantea Foroudi and Maria Palazzo; individual chapters, the contributors.

The right of Pantea Foroudi and Maria Palazzo to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data

Names: Foroudi, Pantea, 1974- editor. | Palazzo, Maria, editor.

Title: Contemporary issues in branding / edited by Pantea Foroudi, Maria Palazzo.

Description: Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.

| Includes bibliographical references and index. |

Identifiers: LCCN 2019030529 (print) | LCCN 2019030530 (ebook) | ISBN 9781138368538 (hardback) | ISBN 9781138368545 (paperback) | ISBN 9780429429156 (ebook)

Subjects: LCSH: Branding (Marketing) | Marketing channels.

Classification: LCC HF5415.1255 .C665 2020 (print) | LCC HF5415.1255 (ebook) | DDC 658.8/27--dc23

LC record available at https://lccn.loc.gov/2019030529

LC ebook record available at https://lccn.loc.gov/2019030530

ISBN: 978-1-138-36853-8 (hbk)

ISBN: 978-1-138-36854-5 (pbk)

ISBN: 978-0-429-42915-6 (ebk)

Typeset in Bembo

by Lumina Datamatics Limited

Visit the eResources: www.routledge.com/9781138368545

To my Father, Dr Mohammad Foroud Foroudi, My Mum, Flora Mahdavi and my Brother Dr Mohammad Mahdi Foroudi

To my sons Giulio Maria and Giuseppe Maria, my husband Valerio, My Mum Carolina and my Dad Giuseppe

PART I
Introduction

Pantea Foroudi and Maria Palazzo

PART II
Building a brand

Christopher Pich and Louise Spry

Octavio Ibarra Consuegra and Maria Carolina Ovalle

Barbara Czarnecka

Maria Teresa Cuomo, Cinzia Genovino, Francesca Ceruti, and Debora Tortora

Maria Palazzo and Alfonso Siano

PART III
Designing a brand

Angela Bargenda

Gurdeep Singh Kohli and Dorothy Ai-wan Yen

Tura Nazli Akarsu, T.C. Melewar, and Pantea Foroudi

Alice Mazzucchelli, Roberto Chierici, and Maria Teresa Cuomo

PART IV
Branding and stakeholders

Saheb Imani, Niloofar Dehghani, and Nader Seyyed Amiri

Giuseppe Festa

Ogechi Adeola, Edwin Agwu, and Chika Remigious Ezeugwu

Reza Marvi, Mohammad Hossein Marvi, and Mohammad Mahdi Foroudi

PART V
Conclusion

Vaibhav Shekhar, Anitha Acharya, Sanjit Kumar Roy, and Bang Nguyen

Asma Ahmed-Laroussi, Lucia Porcu, and Juan Miguel Alcntara-Pilar

Anitha Acharya is an assistant professor at IBS Hyderabad. Prior to her academic career, Anitha worked in banking and insurance sector for 12 years. Anithas work has been published in leading international journals such as International Journal of Energy Economics and Policy, The Qualitative Report, and International Food Research Journal. Her research focuses primarily on marketing of services, brand personality, branding, and green products. Her expertise lies in the application of Structural Equation Modelling and Multivariate Techniques in addressing marketing research problems. Anitha has contributed book chapters on green marketing, green personality, and qualitative techniques with Apple Academic Press and IGI Global respectively.

Ogechi Adeola is an associate professor of marketing at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. She is also the academic director, LBS Sales & Marketing Academy. Her research interests include tourism and hospitality marketing, strategic marketing, sustainability and digital marketing strategies in sub-Saharan Africa. She has published academic papers in top scholarly journals. Her co-authored papers won Best Paper Awards at conferences in 2016, 2017, and 2018. She holds a doctorate in Business Administration (DBA) from Manchester Business School, United Kingdom, and started her career at Citibank Nigeria, spending approximately 14 years in the financial sector before moving into academia.

Edwin Agwu is presently an associate professor of strategic management at Lagos Business School, Pan-Atlantic University, Lagos State, Nigeria. He is an astute banker, active/versatile researcher, a seasoned professional lecturer, management/training consultant, and accomplished education/business manager; with 12 years banking and finance experience and more than 15 years of lecturing experiences in various academic institutions in the United Kingdom and Nigeria. He was formerly the director of quality assurance and academic standards at Covenant University, Ota, Ogun State. He is an active researcher with more than 60 publications and numerous citations in several international journals and conference proceedings. Dr Agwu has also published extensively on very diverse research topics related to the domains of business strategy, sustainability, marketing, HR, management, SMEs as social agents in the society and adoption of technologies in financial services industries.