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Brand Management
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Brand Management
Building and Managing Strong Brands

September 2026 | SAGE Publications, Inc
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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.

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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 1: Building Strong Brands
 
Chapter 1: Creating, Managing and Profiting from Brands
The Difference between a Brand and a Product

 
Brand and Product Management

 
For New Brands, the Brand ‘Vision’ is more Important

 
Why Strong Brands Matter in Business

 
When and Why do Brands Matter More?

 
Non-Business Situations where Brands also Matter

 
Structure of this Book

 
Chapter Summary

 
Key Terms

 
Red Bull’s Brand Strategy and Tactics

 
Discussion Questions

 
Role-of-Branding Exercise

 
Endnotes

 
 
Chapter 2: Understanding Brand Strength
The Components of Brand Strength

 
Relative Importance of the Brand Strength Components

 
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

 
Endnotes

 
 
Section II: Brand Strategy
 
Chapter 3: Brand Strategy Part 1 -- Brand-Level Strategy
A “Strong Brand Meaning” is Important - Early On

 
Creating a Strong Brand Meaning for a Targeted Customer Segment: The “D-R-U-M” Framework

 
Understanding Existing Brand Associations and Creating Association Maps

 
Techniques for Researching and Depicting Current Brand Associations

 
Creating Brand Positioning Maps to assess Overall Differentiation

 
Differentiating your Brand in a Unique, Hard-to-Copy Way

 
Chapter Summary

 
Key Terms

 
Cheetos’ Strategy To Attract Adult Consumers

 
Discussion Questions

 
Association-Mapping Exercise

 
Appendix 3.1: The Zaltman Metaphor Elicitation Technique (ZMET)

 
Appendix 3.2: Creating Association Maps Using The ‘Brand Concept Maps’ (Bcm) Technique

 
Endnotes

 
 
Chapter 4: Brand Strategy Part 2 - Category-Level Strategy
Understanding Functionally-Relevant and Emotionally-Motivating Needs in a Category

 
Need-Based Segments

 
Choosing a Target Consumer Segment for our Brand Strategy

 
Increasing Your Brand’s Emotionally-Motivating Appeal

 
Brand Strategy: Getting from Current to Desired DRUM Associations

 
Chapter Summary

 
Key Terms

 
HSBC, “The World’s Local Bank”

 
Discussion Questions

 
Need-Based Drum Branding Exercise

 
Endnotes

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

 
The Principles and Techniques of “Transferring Cultural Meaning”

 
Using Specific Colors, Product/Packaging Design, and Advertising Elements

 
Product and Packaging Design

 
Selecting Celebrity Endorsers, Social Influencers and Spokes-Characters

 
Chapter Summary

 
Key Terms

 
Bringing the “Method” Brand Vision to Life

 
Discussion Questions

 
Brand Tactics Exercises

 
Endnotes

 
 
Chapter 6: Brand-Building Tactics for Services
Why Brand-building is Different for Service Brands

 
Improving Customer Experience throughout the ‘Customer Journey’

 
Provide Association-Building Cues: ‘Mechanics’ & ‘Humanics’

 
‘Internal Branding’ for Services Brand-Building

 
Chapter Summary

 
Key Terms

 
Building a Strong Services Brand: Lessons from the Mayo Clinic

 
Discussion Questions

 
Service Brand Tactics Exercise

 
Endnotes

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

 
Building Brand-related ‘Customer Experience’ through Digital Tools

 
Increasing ‘Customer Engagement’ using Digital Channels

 
Creating Internet-marketed “Direct to Consumer” brands

 
Brands and Artificial Intelligence

 
The Ethical Challenge: Balancing Data Needs with Privacy Considerations

 
Chapter Summary

 
Key Terms

 
DTC Brands: Interview with Lawrence Ingrassia

 
Discussion Questions

 
Digital Brand-Building Exercise

 
Endnotes

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

 
Logo Design and Selection

 
Building Brand 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

 
What Types Of Online Messages Get Passed Along?: Interview With Prof. Jonah Berger

 
Discussion Questions

 
Visual Identity And Awareness-Building Exercises

 
Endnotes

 
 
Chapter 9: Building Brand Associations of Quality, Leadership and Trust
What do we mean by the “Quality” reputation of a brand?

 
Creating High “Real” Quality

 
Going from Real, to Perceived, Quality

 
Creating Leadership Associations for your Brand

 
Creating Trust and Confidence in your Brand

 
Business-to-Business (B-to-B) Brand-building

 
Chapter Summary

 
Key Terms

 
Samsung Electronics’ Real and Perceived Quality

 
Discussion Questions

 
Quality-Perceptions Exercise

 
Endnotes

 
 
Chapter 10: Increasing Brand Loyalty
Why Brand Loyalty Matters So Much

 
Creating Attitudinal Loyalty through Optimizing Customer Satisfaction

 
Designing Effective and Efficient Loyalty Programs

 
Anti-Attrition Promotional Programs

 
Strengthening Customer Relationships through Databased Communications and Offers

 
Building Loyalty by Creating Emotional Connections and Brand Love

 
Creating and Managing Brand Communities

 
Chapter Summary

 
Key Terms

 
Delta Airlines Skymiles Loyalty Program: Past And Future

 
Discussion Questions

 
Brand-Strengthening Exercise

 
Endnotes

 
 
Section IV: Growing and Managing Strong Brands
 
Chapter 11: Brand Extensions
Why Should Companies Extend and License Their Existing Brands?

 
Brand Extension Ideation: Where Might We Extend?

 
What Factors Lead to Brand Extension Success?

 
Identifying and Measuring where a Brand can ‘Fit’

 
Abstract Brand Associations Are More Extendible

 
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

 
Extending the brand…Carefully

 
Extending the brand…Carefully

 
Protecting the Brand

 
Discussion Questions

 
Brand-Extensions Exercise

 
Endnotes

 
 
Chapter 12: Global Branding
Why should a Brand 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

 
More Localization in Tactical Marketing Communications

 
Managing Global Brands

 
Key Terms

 
Global Branding Case: Adaptation of the Unilever “Dirt Is Good” Global Campaign in India

 
Discussion Questions for this Chapter

 
Global-Branding Exercises

 
Endnotes

 
 
Chapter 13: Brand Valuation
Why Does Brand Valuation Matter?

 
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 Case: Brand Valuation at a Global Appliance Company

 
Discussion Questions for this Chapter

 
Brand Valuation Exercises

 
Endnotes

 
 
Chapter 14: 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

 
Protecting Your Brand from External Challenges: Legal Protections

 
Protecting the Brand From Internal Challenges: “Staying True’”

 
Chapter Summary

 
Key Terms

 
Long-Term Brand Management Case: The Many Iterations of Abercrombie and Fitch

 
Discussion Questions for this Chapter:

 
Long-Term Brand Management Exercise

 
Endnotes

 
 
Chapter 15: Strengthening Brands Using Digital Marketing
Building Brand Strength using Google Ads and Social Media

 
Building Brand-related ‘Customer Experience’ through Digital Tools

 
Increasing ‘Customer Engagement’ using Digital Channels

 
Creating Internet-marketed “Direct to Consumer” brands

 
Chapter Summary

 
Key Terms

 
Digital Brand-Building Reading: Interview With Lawrence Ingrassia on DTC Brands

 
Digital Brand-Building Exercise

 
Endnotes

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

 
Concept-in-Practice 16.1: Patagonia’s Brand Purpose: Commitment to Our Planet and the Environment

 
The Increasing Control over Brands by Consumers

 
The Increasing Importance of “Cultural Branding”

 
Brands and Artificial Intelligence

 
The Ethical Challenge: Balancing Data Needs with Privacy Considerations

 
Chapter Summary

 
Key Terms

 
Brand Purpose Case: Dove’s “Campaign for Real Beauty”

 
Discussion Questions for this Chapter

 
Contemporary Brand-Strengthening Exercises

 
Endnotes

 

An updated approach with a hands-on feel.

Professor Kristen Regine
Johnson & Wales 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, Armani, Trader Joes, and Abercrombie and Fitch.
  • Interviews with brand managers highlight tools and tactics used to elevate category-leading brands like Dollar Shave Club, Warby Parker, Ikea, and McDonalds.
  • Activities and discussion questions in every chapter ask students to reflect on their own consumer experiences and brand loyalties and propose tactics for companies to build stronger brand elements.
  • Chapter 7 discusses digital marketing and artificial intelligence's influence on the future of global brands.
Vantage Reference: 
Brand Management - Vantage Learning Platform