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Brand Management
Book

Brand Management

Principles and Applications for Effective Branding

Jaywant Singh and Paurav Shukla
Kogan Page, 2024
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8

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In an era of abundant consumer choices, understanding the role a brand plays in building and maintaining customer loyalty is crucial. In this study, UK-based academics Jaywant Singh and Paurav Shukla break down the long history and current state of branding. They acknowledge some of the paradoxes of branding — can anyone be loyal to dozens of brands? — and offer intriguing insights: For instance, consumers’ attachment to a brand can lead them to form “tribes.” Though a bit stiff in style, the background, case studies, and exercises in this text can help anyone looking to bolster their brand management knowledge.

Summary

Brands have existed for thousands of years.

Archaeologists discovered the earliest signs of branding in the Indus Valley societies, which existed between 2600 and 1700 BCE. Merchants used seals featuring animals or geometric designs to mark their products. Similarly, during the middle Bronze Age­ (2000–1500 BCE) in Shang China, people used logos made from carved bone and tortoiseshell to label pots, wine vessels, fences, and other products. The practice of branding continued in the late Bronze Age (1500–100 BCE), when sea traders from the Phoenician, Minoan, and Mycenaean Greek communities labeled products with logos designed to convey credibility and quality. Among brands still in existence today, the oldest is the Belgian lager Stella Artois, which dates to 1366.

Branding is a way to signify the value of a product or service.

At the most basic level, a product or service is something a consumer purchases to fulfill a tangible need. For example, a person buys a watch so they know the time. However, every product and service offers both tangible and intangible benefits. Consider two pens: a Bic and a Montblanc. Both pens...

About the Authors

Jaywant Singh is professor of marketing and head of the Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. Paurav Shukla is professor of marketing and head of research at the Southampton Business School.

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