Brand Management: Principles and Applications for Effective Branding

Jaywant Singh is Professor of Marketing and Head of Research at the Department of Digital and Data Driven Marketing at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour.

Paurav Shukla is Professor of Marketing and Head of Digital and Data Driven Marketing Department at the Southampton Business School, University of Southampton, UK. His research interests include luxury branding and marketing, cross-cultural consumer behaviour, and international marketing.