Strategic brand management
Author(s)
Bibliographic Information
Strategic brand management
Oxford University Press, c2011
2nd ed
Available at 13 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
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  Tochigi
  Gunma
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  Tokyo
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  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
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  United Kingdom
  Germany
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  France
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  United States of America
Note
Previous ed.: published as by Richard Elliott, Larry Percy. 2007
Includes bibliographical references and index
Description and Table of Contents
Description
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.
The wide experience of the author team, from consulting with industry and teaching on demanding MBA and executive development courses, means that the complex and exciting ideas presented in this edition are firmly grounded in managerial implications and applications. For this edition the authors have provided much greater integration between the book and the online resource centre by linking examples and brands used in the text to the URLs provided on the lecturer resource, thus allowing students ready access to examples that contextualise the theory. The new edition of the text will be supported by a completely updated and expanded Online Resource Centre: Student Resources: Web links (new) Web exercises (new) Glossary of terms Lecturer Resources: Powerpoint slides (updated & extended) Resource Box - links and references for multi media / print / film / TV clips that are relevant for lecturers to demonstrate strategic branding issues
Table of 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
by "Nielsen BookData"