You are in: Central America
Change location

You are here

Book > Textbooks > Marketing Strategy & Theory
Brand Management
Share
Share

Brand Management
Building and Managing Strong Brands

Available with:
Learning platform
September 2026 | 576 pages | SAGE Publications, Inc
Download flyer
Rajeev Batra is the recipient of the 2025-2026 Americal Marketing Association (AMA) Branding Special Interest Group (SIG) Lifetime Contribution Award

Brand Management: Building and Managing Strong Brands offers a clear, step-by-step playbook for building and sustaining strong brands in today’s dynamic marketplace and features over 50 case studies. Drawing from more than three decades of teaching and researching brand building, author Rajeev Batra equips students with the tools and confidence to build, manage, and grow strong brands throughout their marketing careers.

Sample a case study from Chapter 7: Building Brand Authority for AI-Powered Search Using EEAT Principles

Share this infographic with your students: Batra's Brand Strength Pyramid

Sage Vantage Learning Platform
This text is offered in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support.

Highlights
  • NEW! An AI Literacy module prepares students to engage confidently with today's AI tools through an interactive, outcomes-focused experience—with minimal instructor lift and no course redesign required. Available exclusively in Sage Vantage and written by professors who teach and publish about AI, the AI Information Literacy, Academic Integrity, and Responsible AI Use integrates video, data driven examples, applied activities, Knowledge Checks, and built-in assessments that help instructors track student understanding. Focused on strengthening critical thinking, the module teaches students how to evaluate AI outputs for accuracy and bias while developing responsible prompting strategies that support academic success without compromising students' intellectual growth.
 
Preface
 
Acknowledgements
 
About the Author
 
Section I: Building Strong Brands
 
Chapter 1: Creating, Managing and Profiting From Brands
The Difference Between Brands and Products

 
Brand and Product Management

 
The Importance of Brand Vision

 
Why Strong Brands Matter in Business

 
When and Why Brands Matter

 
Nonbusiness Situations Where Brands Matter

 
Structure of This Book

 
Chapter Summary

 
Key Terms

 
Red Bull’s Brand Strategy and Tactics

 
Discussion Questions

 
Role-of-Branding Exercise

 
Notes

 
 
Chapter 2: Understanding Brand Strength
The Components of Brand Strength

 
Relative Importance of the Brand Strength Components

 
The BAV Model and Research Findings

 
The Brand Strength Pyramid

 
Brand Strategy Must Come First!

 
Chapter Summary

 
Key Terms

 
How Brands Get Stronger and Weaker: Interview With Michael K. Sussman, CEO of BAV Group

 
Discussion Questions

 
Brand Audit Exercise

 
Notes

 
 
Section II: Strategic Planning Framework
 
Chapter 3: Part 1—Brand-Level Strategy
The Importance of a Strong Brand Meaning

 
The DRUM Framework for Brand Strategy

 
Creating Brand Association Maps

 
Researching and Depicting Brand Associations

 
Creating Brand Positioning Maps

 
Differentiating a Brand for Uniqueness

 
Chapter Summary

 
Key Terms

 
The Cheetos Strategy to Attract Adult Consumers

 
Discussion Questions

 
Brand Association Mapping Exercise

 
Appendix 3.1: The BCM Technique

 
Appendix 3.2: ZMET

 
Notes

 
 
Chapter 4: Category-Level Strategy
Understanding Category-Specific Relevant and Motivating Needs

 
Need-Based Segments

 
Choosing a Target Consumer Segment for Brand Strategy

 
Increasing Emotionally Motivating Brand Appeal

 
Brand Strategy for Achieving Desired DRUM Associations

 
Chapter Summary

 
Key Terms

 
HSBC, “the World’s Local Bank”

 
Discussion Questions

 
DRUM Branding Exercise

 
Endnotes

 
 
Section III: Brand-Building Tactics
 
Chapter 5: Tactics to Create Desired Brand Associations
From Brand Strategy to Brand Expression

 
Transferring Cultural Meaning: Principles and Techniques

 
Visual Identity Elements for Advertising and Messaging

 
Selecting Celebrity Endorsers, Social Influencers, and Spokes-Characters

 
Chapter Summary

 
Key Terms

 
Bringing the Method Brand Vision to Life

 
Discussion Questions

 
Brand Tactics Exercises

 
Notes

 
 
Chapter 6: Brand-Building Tactics for Services
Why Brand Building Differs for Service Brands

 
Improving Customer Experience on the Customer Journey

 
Association-Building Cues: Mechanics and Humanics

 
Internal Branding for Building Service Brands

 
Chapter Summary

 
Key Terms

 
Building a Strong Services Brand: Lessons From Mayo Clinic

 
Discussion Questions

 
Service Brand Tactics Exercise

 
Notes

 
 
Chapter 7: Strengthening Brands Using Digital Marketing And AI
Building Brand Strength With Google Ads and Social Media

 
Building Brand Customer Experience Using Digital Tools

 
Increasing Customer Engagement Using Digital Channels

 
Creating Internet-Marketed DTC Brands

 
Building Brands With AI

 
Ethical Challenge: The Data–Privacy Balance

 
Chapter Summary

 
Key Terms

 
DTC Brands: Interview with Lawrence Ingrassia

 
Discussion Questions

 
Digital Brand-Building Exercise

 
Notes

 
 
Chapter 8: Strengthening Visual Identity and Brand Awareness
Creating a Brand’s Visual Identity

 
Logo Design and Selection

 
Building Awareness Through Advertising and Social Media

 
Building Awareness Using Word of Mouth and Viral Messages

 
Building Awareness Through Events and Sponsorships

 
Building Awareness Through Marketing Public Relations

 
Chapter Summary

 
Key Terms

 
Viral Brand Messaging: Interview With Professor Jonah Berger

 
Discussion Questions

 
Visual Identity and Awareness-Building Exercises

 
Notes

 
 
Chapter 9: Building Brand Associations of Quality, Leadership, and Trust
A Brand’s Reputation for Quality

 
Creating High “Real” Quality

 
From Real to Perceived Quality

 
Creating Leadership Brand Associations

 
Creating Brand Trust and Confidence

 
B2B Brand Building

 
Chapter Summary

 
Key Terms

 
Samsung Electronics’ Real and Perceived Quality

 
Discussion Questions

 
Quality-Perceptions Exercise

 
Notes

 
 
Chapter 10: Increasing Brand Loyalty
The Importance of Brand Loyalty

 
Creating Attitudinal Loyalty by Optimizing Customer Satisfaction

 
Designing Effective and Efficient Loyalty Programs

 
Anti-Attrition Promotional Programs

 
Using Data-Based Communication to Strengthen Customer Relationships

 
Building Emotional Loyalty and Brand Love

 
Creating and Managing Brand Communities

 
Chapter Summary

 
Key Terms

 
Delta SkyMiles Loyalty Program

 
Discussion Questions

 
Brand-Strengthening Exercise

 
Notes

 
 
Section IV: Growing And Managing Strong Brands
 
Chapter 11: Brand Extensions
Extending and Licensing Existing Brands

 
Brand Extension Ideation

 
Brand Extension Success Factors

 
Identifying and Measuring Brand Fit

 
Extending Abstract Brand Associations

 
Why Many Extensions Fail Even If They Fit: The Need for Leverage

 
Feedback Effects of Brand Extensions

 
Chapter Summary

 
Key Terms

 
Mayo Clinic’s Brand Extensions and Brand Protection

 
Discussion Questions

 
Brand-Extensions Exercise

 
Notes

 
 
Chapter 12: Brand Architecture
Marketing Multiple Brands in One Product Category

 
Trade-Offs With Multiple Brands

 
Brand Architecture Options

 
Choosing a Brand Architecture Option

 
Signaling Distance in Ways Beyond Brand Names

 
Key Terms

 
Armani Changes Its Branding Architecture

 
Discussion Questions

 
Brand Architecture Exercise

 
Notes

 
 
Chapter 13: Global Branding
Why Brands Go Global

 
The Fundamental Challenge: Balancing Standardization and Localization

 
Advantages of Standardized Global Brands

 
Disadvantages of Standardized Global Brands

 
Flexibly Optimizing Global–Local Trade-Offs

 
Localization in Tactical Marketing Communications

 
Managing Global Brands

 
Chapter Summary

 
Key Terms

 
Adapting Unilever’s Global “Dirt Is Good” Campaign for India

 
Discussion Questions

 
Global Branding Exercises

 
Notes

 
 
Chapter 14: Brand Valuation
Why Brand Valuation Matters

 
Approaches to Brand Valuation

 
Methods Based on Consumer Research Data

 
Hybrid Methods Used by Brand Valuation Consultants

 
Critique, Assessment, and Advice

 
Chapter Summary

 
Key Terms

 
Brand Valuation at a Global Appliance Company

 
Discussion Questions

 
Brand Valuation Exercises

 
Notes

 
 
Chapter 15: Managing Brands Over Time
Staying Relevant: Refreshing Visual Identity

 
Staying Relevant: “Substantive and Deep” Changes

 
Making—and Keeping—a Brand “Cool”

 
Brand Tracking and Brand Audits

 
Legally Protecting a Brand From External Challenges

 
Protecting Brands From Internal Challenges: “Staying True”

 
 
Chapter Summary
Key Terms

 
The Many Iterations of Abercrombie & Fitch

 
Discussion Questions

 
Long-Term Brand Management Exercise

 
Notes

 
 
Chapter 16: The Future of Brands and Branding: Brand Purpose, Consumer Influence, and Cultural Branding
Brand Social Responsibility, Purpose, and Activism

 
The Increasing Control Over Brands by Consumers

 
The Increasing Importance of “Cultural Branding”

 
Chapter Summary

 
Key Terms

 
Dove’s “Campaign for Real Beauty”

 
Discussion Questions

 
Contemporary Brand-Strengthening Exercises

 
Notes

 

This textbook is an essential resource for anyone serious about mastering the art of brand building. This book stands out for its meticulous research and rich, illustrative examples that bridge theory and practice.

Professor Traci Frees
Azusa Pacific University

This is an excellent textbook that resonates with learners because of its relevance to students by offering examples, cases, and the fundamentals of branding in an appealing and engaging manner.

Professor of Marketing Edward T. Vieira, Jr., M.B.A., Ph.D.
Simmons University

This book offers an invaluable resource for students and educators, combining practical application with contemporary relevance. The author's clear, engaging voice makes complex digital marketing concepts accessible and actionable. One of the standout features of this textbook is its comprehensive approach, seamlessly integrating real-world examples with step-by-step guides on using tools like Google Ads and Facebook. I highly recommend this book to fellow branding educators and practitioners, drawing from my background in both fields.

Professor Nazmul Rony, Ph.D.
Slippery Rock University

This textbook offers insightful analysis and compelling narratives about key topics related to brand building and brand management. It is a must-read for students seeking to deepen their understanding of brand management.

Distinguished Professor of Marketing, Dr. Intekhab Alam
SUNY Geneseo

Dr. Batra's level of detail and coverage of material is very comprehensive and yet accessible.

Professor B. Andrew Cudmore, Ph.D.
Florida Institute of Technology

Finally we have a Brand Management textbook for undergraduate students: Students' eye-level, fun to read, various brand stories. Unlike a previous Brand textbook, this one really cares for undergraduate students with compact and concise content and more relevant topics.

Professor Sungwoo Jung
Columbus State University

I like the practical examples and the hands-on approach used in the textbook, it allows for better experiential learning for the new generation of students.

Professor Lilly Ye
Frostburg State University

Professor Batra's text is a welcome addition to the field of Branding. The book is relevant and the study of the impact of Artificial Intelligence on brands is outstanding. The tonality, examples, and organization will help the student understand the elements, foundations and future of branding.

Professor Robert Hughes
College of Journalism and Communications, University of Florida

The author has created an engaging text with the depth of coverage and practical guidelines needed by brand managers in the dynamic world they find themselves operating in today!

Professor Wynd D. Harris Ph.D. DMIN
University of Connecticut

Finally a practical approach to building strong brands that's accessible to students and easy to use for instructors!

Associate Professor of Marketing, Michael Breazeale
Mississippi State University
Key features
KEY FEATURES:
  • This text is available in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support.
    • NEW! An AI Literacy module prepares students to engage confidently with today's AI tools through an interactive, outcomes-focused experience—with minimal instructor lift and no course redesign required. Available exclusively in Sage Vantage and written by professors who teach and publish about AI, the AI Information Literacy, Academic Integrity, and Responsible AI Use module integrates video, data driven examples, applied activities, Knowledge Checks, and built-in assessments that help instructors track student understanding. Focused on strengthening critical thinking, the module teaches students how to evaluate AI outputs for accuracy and bias while developing responsible prompting strategies that support academic success without compromising students' intellectual growth.
  • Over 50 case studies offer students the opportunity to analyze successful and unsuccessful strategies used by companies like Red Bull, Canada Goose, Glossier, Liquid Death, Trader Joes, and Abercrombie and Fitch.
  • Interviews with practitioner and branding experts highlight tactics used to increase brand word-of-mouth (Apple, Snickers); add brand experiences (Ikea), and create DTC brands (Dollar Shave Club, Warby Parker); and build cultural connections (McDonalds). 
  • Activities and discussion questions in every chapter ask students to reflect on their own consumer experiences and brand assessments, and propose tactics for companies to build stronger brand elements.
  • Chapter 7 discusses digital marketing and artificial intelligence's influence on the future of brands and brand management.
Vantage Reference: 
Brand Management - Vantage Learning Platform