Strategic Brand Management

Paperback | August 11, 2015

byRichard Rosenbaum-Elliott, Larry Percy, Simon Pervan

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Strategic Brand Management extends beyond the traditional managerial framework of brand strategy to analyze the cultural, psychological, and emotional impact that real-world brands have on consumers. Separating brands' concepts into functional and emotional components, an expert author teamprovides students with a complete understanding of how brands operate and compete for consumer loyalty.

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Strategic Brand Management extends beyond the traditional managerial framework of brand strategy to analyze the cultural, psychological, and emotional impact that real-world brands have on consumers. Separating brands' concepts into functional and emotional components, an expert author teamprovides students with a complete understandin...

Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management. Larry Percy is an international marketing and communication consultant and Visiting Professor at Copenhagen Business School. Simon Pervan is Associate Professor in Marketing, Swinburne University of Technolo...

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Format:PaperbackDimensions:346 pages, 9.69 × 7.44 × 0.57 inPublished:August 11, 2015Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198704208

ISBN - 13:9780198704201

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Table of Contents

Section I: The Sociocultural meanings of brands1. Understanding the social psychology of brands2. Emotion and brands3. The symbolic meaning of brands4. Cultural meaning systems and brandsSection II: Brand equity and brand building5. Brand equity6. Building brands through marketing communication7. Measuring brand performance and equitySection III: Managing Brands8. Brand strategies 1 - symbolic brands9. Brand strategies 2 - low-involvement brands10. Brands, innovation, and high technology11. Brand stretching and retrenching12. Managing corporate reputation

Editorial Reviews

Review from previous edition: "Some wonderful crisp incisive writing that shines a light into the individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding." --Dr. James Freund, University of Lancaster