This collection of peer-reviewed chapters by international contributors is intended for undergraduate, graduate, and MBA students, and for those already working in brand management. With contributions from many fields, such as social psychology, advertising, and design, as well as statistics, accounting, and law, the book sheds light on different perspectives within and across the disciplines that are engaged in the process of brand management. Part 1 offers perspectives on paradigms in brand management, brand equity, and managing the temporal and socio-cultural dimensions of brands. The second section deals with brand management, with chapters on brand performance measures, buyer behavior patterns, business-to-business brand management, and legal aspects such as trademarks. Part 3 looks at future trends, with material on emerging brands of China, consumer relationships with brands, and brand authenticity. International examples and chapter discussion questions are included. Uncles teaches marketing at the University of New South Wales, Australia. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)