Strategic brand management / Richard Rosenbaum-Elliott, Larry Percy, & Simon Pervan.

By: Elliott, Richard H [author.]
Contributor(s): Percy, Larry [author.] | Pervan, Simon [author.]
Language: English Publisher: Oxford, United Kingdom ; New York, NY : Oxford University Press, [2018]Edition: 4th editionDescription: xi, 354 pages ; 25 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780198797807 (paperback)Subject(s): Product management | Brand name products | Strategic planning | Brand name products | Product management | Strategic planningDDC classification: 658.827 LOC classification: HF5415.15 | .E43 2018
Contents:
CONTENTS:Part 1: The Sociocultural Meaning of Bands 1: Understanding the social psychology of brands 2: Emotion and brands 3: The symbolic meaning of brands 4: Cultural meaning systems and brandsPart 2: Brand Equity and Brand Building 5: Brand equity 6: Brand communication 7: Measuring brand performance and equityPart 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
Summary: SUMMARY: A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional
Tags from this library: No tags from this library for this title. Log in to add tags.
    Average rating: 0.0 (0 votes)
Item type Current location Home library Call number Status Date due Barcode Item holds
BOOK BOOK COLLEGE LIBRARY
COLLEGE LIBRARY
SUBJECT REFERENCE 		658.827 El588 2018 (Browse shelf) Checked out 07/19/2024 12:00 AM CITU-CL-49721
Total holds: 0

Includes bibliographical references and index.

CONTENTS:Part 1: The Sociocultural Meaning of Bands 1: Understanding the social psychology of brands 2: Emotion and brands 3: The symbolic meaning of brands 4: Cultural meaning systems and brandsPart 2: Brand Equity and Brand Building 5: Brand equity 6: Brand communication 7: Measuring brand performance and equityPart 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

SUMMARY: A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional

There are no comments for this item.

to post a comment.