Über dieses Produkt

Product Identifiers

PublisherOxford University Press, Incorporated

ISBN-10019879780X

ISBN-139780198797807

eBay Product ID (ePID)7038263332

Product Key Features

Number of Pages352 Pages

LanguageEnglish

Publication NameStrategic Brand Management

Publication Year2018

SubjectConsumer Guides, Marketing / General, General, Strategic Planning

TypeNot Available

Subject AreaReference, Business & Economics

AuthorSimon Pervan, Larry Percy, Richard Rosenbaum-Elliott

FormatTrade Paperback

Dimensions

Item Height0.6 in

Item Weight24.7 Oz

Item Length9.6 in

Item Width7.5 in

Additional Product Features

Edition Number4

LCCN2018-932381

Reviews"This text provides extensive insight into broader aspects of brand management, from a social phenomenon perspective, by emphasizing emotional and functional elements of branding and brand positioning."--Vish Maheshwari, Staffordshire University "A good and reliable branding book from an established group of authors, with updated examples that provide a relational view of branding."--Achilleas Boukis, University of Sussex "A really insightful textbook which appreciates the socio-psycho-cultural aspects and nuances of brands and branding."--Sotiris T. Lalaounis, University of Exeter

Dewey Edition23

IllustratedYes

Dewey Decimal658.8/27

Table Of ContentPart 1: The Sociocultural Meaning of Bands1. Understanding the social psychology of brands2. Emotion and brands3. The symbolic meaning of brands4. Cultural meaning systems and brandsPart 2: Brand Equity and Brand Building5. Brand equity6. Brand communication7. Measuring brand performance and equityPart 3: Managing Brands8. Brand strategies 1 - symbolic brands9. Brand strategies 2 - low-involvement brands10. Brand Innovation and Digital Media11. Brand portfolio management12. People as brand touchpoints

SynopsisA brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behavior. 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 and emotional parts to give students a complete understanding of how brands operate and how they compete for consumer loyalty. Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial applications. Diverse and dynamic examples--from the pull of the latest Samsung phone to British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia--are accompanied by advertisements and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of branding application and challenge students to question company practices and apply the theories from the chapter. The definitions and ideas used in the study of branding are distilled into "Key Concepts," listed at the start of chapters and revisited within chapters, which summarize the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as relevant. As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry. ONLINE RESOURCES: For Students: *Web exercises *Web links *Video links For Lecturers: *PowerPoint slides *Resource box, 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 and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty.Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter.The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied.As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.This textbook is accompanied by the following online resources:For students:Web exercisesWeb linksVideo links For lecturers:PowerPoint slides Resource box, The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.

LC Classification NumberHF5415.15.E43 2018