Strategic Brand Management
Oxford University Press, 2007 - Business & Economics - 265 pages
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, thebook 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 intofunctional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.
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Aaker advertising Andrex attributes beer benefit brand associations brand awareness brand choice brand community brand equity brand extensions brand image brand loyalty brand management brand name brand personality brand portfolio brand salience brand strategy brand stretching building brand campaign Chapter cognitive competitors conjoint analysis considered Consumer Research consumer’s consumption corporate brand cultural customers differentiation discussed effect Elliott emotional associations employees employer brand evaluation Evergood example experience feel fmcg focus functional Glenfiddich Gold Blend Hovis identity important increase involvement Journal of Consumer Lean Cuisine looking low-involvement marketing communication master brand MasterCard memory motivation neo-tribes Nescafé Nestlé overall people’s perceived perceptions Percy positive brand attitude postmodern preference product category product portfolio qualitative research relationship result retrenching role seen semiotic social stakeholders strong brand sub-cultural symbolic brands symbolic meaning target audience taste trust understanding users Volvic