Strategic Brand Management
| Författare: | Rosenbaum-Elliot Richard , Percy Larry , Pervan Simon |
| Titel: | Strategic Brand Management |
| Upplaga: | 2 uppl. |
| Utgivningsår: | 2011 |
| Omfång: | 320 sid. |
| Förlag: | Oxford University Press |
| ISBN: | 9780199565214 |
| Ämnesord: | Marknadsföring |
Pris: 434 SEK exkl. moms 
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 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. Whilst adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning. Building on a solid theoretical underpinning, it provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, enabling students to understand the practical application of Brand Management, whilst the framework for the book separates a brand's concept into functional and emotional parts. By using a wealth of new and up-to-date illustrative examples and case material that will appeal to international and UK students, the authors have ensured the text remains not only cutting edge in terms of academic theory but accessible for student readers. Contents: 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 and Brand Building 5: Brand Equity 6: Building Brands through Marketing 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: Brands, Innovation and High Technology 11: Brand Stretching and Retrenching 12: Managing Corporate Reputation |