Strategic brand management /
Elliott, Richard H.,
Strategic brand management / Richard Elliott, Larry Percy. - xiv, 265 pages : illustrations ; 25 cm
Includes bibliographical references and index.
Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity -- Auditing and measuring brand equity -- Brand strategies 1 - symbolic brands -- Brand strategies 2 - functional brands -- Brand stretching and retrenching -- Branding services and managing the corporate brand -- Brands and advertising. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
"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.
0199260001 9780199260003
2006033911
Product management
Strategic planning.
HF5415.15 / .E43 2007
658.827
Strategic brand management / Richard Elliott, Larry Percy. - xiv, 265 pages : illustrations ; 25 cm
Includes bibliographical references and index.
Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity -- Auditing and measuring brand equity -- Brand strategies 1 - symbolic brands -- Brand strategies 2 - functional brands -- Brand stretching and retrenching -- Branding services and managing the corporate brand -- Brands and advertising. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
"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.
0199260001 9780199260003
2006033911
Product management
Strategic planning.
HF5415.15 / .E43 2007
658.827