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Call for Chapters

Brand Management in Emerging Markets: Theories and Practices

• Proposals Submission Deadline: March 30, 2013
• Full Chapters Due: August 30, 2013
• Peer Review and Revising Process: August 30 – February 15, 2014
• Final Chapter Submission Date: February 15, 2014

Emerging markets are nations with social business activities in the process of rapid growth and industrialization. The global emerging markets’ middle class is anticipated to grow from 430 million in 2000 to 1.2 billion by 2030, with China and India accounting for two-thirds of the expansion in emerging markets. According to a recent report by the International Money Fund, the share of emerging and developing economies in world GDP in purchasing power parity terms (PPP) is expected to overtake advanced economies by 2014. The Emerging Market Global Players (EMGP) project, led by the Vale Columbia Center, includes following countries in the list of emerging markets: Argentina, Brazil, Chile, China, Hungary, India, Israel, South Korea, Mexico, Poland, Russia, Slovenia, Taiwan and Turkey.

Contents (tentative)

1. State-of-art review
2. Theoretical development and empirical findings
3. Strategies and applications
4. Case analysis (for real brand or for teaching cases)

Suggested topics (but not limited and open to new ideas)

• Brand equity and brand extension
• Consumer-brand relationship.
• Brand community
• Brand choice modeling
• Marketing mix and brand attitude
• Brand positioning
• Brand image and brand personality
• Brand identity and Brand positioning
• Brand loyalty and commitment
• Brand measurement and valuation
• Brand asset management
• Brand and experience management
• Brand symbolism and brand conscious
• Brand building and IMC
• Social media and branding
• Brand alliances and co-branding
• CSR and branding
• Country brand and country image
• Brand origin and country of origin
• Global branding and local branding in emerging markets
• Global brands entering emerging markets
• Emerging market brands go global
• Cross-cultural perspective in branding
• Corporate branding
• Private label and store brand
• Brand portfolio and brand hierarchy
• Internal branding and service brand
• Fashion brand and luxury brand
• Managing brands over time
• Brand revitalization
• Acquisition and migration
• Time-honored brands

Publisher

This book is expected to be published by IGI Global (formerly Idea Group, Inc.), publisher of the “Information Science Reference” (formerly Idea Group Reference), “Medical Information Science Reference,” “Business Science Reference,” and “Engineering Science Reference” imprints. For additional information regarding the publisher, please visit .

Inquiries and submissions can be forwarded electronically either to

• Cheng Lu Wang at cwang@newhaven.edu or
• Jiaxun He at jxhe@dbm.ecnu.edu.cn

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