Brand Management: Building and Managing Strong Brands
About this ebook
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.
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.
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About the author
Rajeev Batra is the S. S. Kresge Professor of Marketing Emeritus at the Ross School of Business at the University of Michigan, where he taught brand management courses for 25 years to BBA, MBA, Executive MBA and Executive Education audiences. He was a Brand Manager with a Unilever subsidiary before getting his PhD from Stanford. He has published high-impact academic research (over 40,000 Google Scholar citations, numerous awards) on brand love, brand coolness, brand meaning, brand extensions, corporate branding, global branding, brand building by emerging market multinationals, and private label brands. He has also published widely on emotional advertising, integrated marketing communications and cross-cultural consumer behavior. He is the co-author or co-editor of nine other books. He was named a Fellow of the Society for Consumer Psychology in 2023 and received the Award for Lifetime Contribution to the Discipline of Branding from the American Marketing Association (Branding SIG) in 2025. Rajeev Batra′s Author Blog containing updated cases and examples for Brand Management: Building Strong Brands can be found here: https://building-strong-brands.com/
