Strategic brand management

著者

書誌事項

Strategic brand management

Richard Elliott, Larry Percy

Oxford University Press, 2007

大学図書館所蔵 件 / 全14件

この図書・雑誌をさがす

注記

Includes bibliographical references and index

内容説明・目次

内容説明

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. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.

目次

  • 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

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