Strategic Brand Management
(Sprache: Englisch)
The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.
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The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.
Klappentext zu „Strategic Brand Management “
The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.
Inhaltsverzeichnis zu „Strategic Brand Management “
- Part 1: The Sociocultural Meaning of Brands
- 1: Understanding the social psychology of brands
- 2: Emotion and brands
- 3: The symbolic meaning of brands
- 4: Cultural meaning of systems and brands
- Part 2: Brand Equity and Brand Building
- 5: Brand equity
- 6: Brand communication
- 7: Measuring brand performance and equity
- Part 3: Managing Brands
- 8: Brand strategies 1 - symbolic brands
- 9: Brand strategies 2 - low-involvement brands
- 10: Brand Innovation and Digital Media
- 11: Brand portfolio management
- 12: People as brand touchpoints
Autoren-Porträt von Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan
Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath. Larry Percy is an International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School. Simon Pervan is Associate Professor in Marketing at Swinburne University of Technology.
Bibliographische Angaben
- Autoren: Richard Rosenbaum-Elliott , Larry Percy , Simon Pervan
- 2018, 4. Auflage, 368 Seiten, Maße: 18,9 x 24,4 cm, Kartoniert (TB), Englisch
- Verlag: Oxford University Press
- ISBN-10: 019879780X
- ISBN-13: 9780198797807
- Erscheinungsdatum: 30.07.2018
Sprache:
Englisch
Pressezitat
This text provides extensive insight into broader aspects of brand management, from a social phenomenon perspective, by emphasising emotional and functional elements of branding and brand positioning. Dr Vish Maheshwari, Staffordshire University
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