Strategic brand management

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Title:

Author:

Elliott, Richard, 1950-

ISBN:

9780199260003

Personal Author:

Elliott, Richard, 1950-

Publication Information:

Oxford : Oxford University Press, 2007.

Physical Description:

xiv, 265 p. : ill. ; 25 cm.

General Note:

Formerly CIP.

Contents:

1. Understanding the social psychology of brands -- 2. Emotion and brands -- 3. The symbolic meaning of brands -- 4. Cultural meaning systems and brands -- 5. Brand equity -- 6. Auditing and measuring brand equity -- 7. Brand strategies 1 - symbolic brands -- 8. Brand strategies 2 - functional brands -- 9. Brand stretching and retrenching -- 10. Branding services and managing the corporate brand -- 11. Brands and advertising.

Abstract:

"Strategic Brand Management approaches the subject of brand management from a unique combination of sociological and cultural perspectives. This approach provides students with an understanding of the dynamics of the subject and enables them to engage with the issues that lie within. The book integrates more traditional notions of the brand, such as equity and positioning, within this innovative framework. The framework also allows the separation of a brand's concept into functional and emotional parts, looking a purchases that fulfil a functional need and how these develop into emotional decision-making processes."--BOOK JACKET.

Subject Term:

Product management.

Brand name products.

Added Author:

Percy, Larry.

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip074/2006033911.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020389587	658.5 E46S 2007	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025416682	658.5 E46S 2007	2	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025476975	658.5 E46S 2007	3	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025474525	658.5 E46S 2007	4	Searching... Unknown

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Summary

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. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.