Strategic Brand Management
(Sprache: Englisch)
"Strategic Brand Management" approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within.
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Produktinformationen zu „Strategic Brand Management “
"Strategic Brand Management" approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within.
Inhaltsverzeichnis zu „Strategic Brand Management “
PART 1: THE SOCIO-CULTURAL MEANING OF BRANDS; 1. Understanding the Social Psychology of Brands; 2. Emotion and Brands; 3. The Symbolic Meaning of Brands; 4. Cultural Meaning Systems and Brands; PART 2: BRAND EQUITY; 5. Brand Equity: Concepts and Approaches; 6. Auditing and Measuring Brand Equity; PART 3: MANAGING BRANDS; 7. Brand Strategies 1: Symbolic Brands; 8. Brand Strategies 2: Low-Involvement Brands; 9. Brand Stretching and Retrenching; 10. Branding Services and Managing the Corporate Brand; 11. Brands and Advertising
Bibliographische Angaben
- Autor: Elliott
- 2006, XIV, 265 Seiten, mit Schwarz-Weiß-Abbildungen, Maße: 19 x 24,7 cm, Kartoniert (TB), Englisch
- Verlag: Oxford University Press
- ISBN-10: 0199260001
- ISBN-13: 9780199260003
Sprache:
Englisch
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