Strategic brand management
著者
書誌事項
Strategic brand management
Oxford University Press, c2011
2nd ed
大学図書館所蔵 全13件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Previous ed.: published as by Richard Elliott, Larry Percy. 2007
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. 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
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 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
「Nielsen BookData」 より