Title:
Strategic brand management
Author:
Elliott, Richard H., author.
ISBN:
9780198797807
Personal Author:
Edition:
4th edition.
Physical Description:
xi, 354 pages ; 25 cm
Contents:
Sec. 1. The sociological meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Sec. 2. Brand equity and brand building -- Brand equity -- Brand communication -- Measuring brand performance and equity -- Sec. 3. Managing brands -- Brand strategies 1: symbolic brands -- Brand strategies 2: low-involvement brands -- Brand innovation and digital media -- Brand portfolio management -- People as brand touchpoints.
Abstract:
"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." -- Provided by publisher.