Strategic brand management /
Elliott, Richard H.
Strategic brand management / Richard Rosenbaum-Elliot, Larry Percy & Simon Pervan. - Second edition. - xv, 303 pages : illustrations ; 25 cm
Includes bibliographical references (pages 283-284) and index.
The sociocultural meaning of brands. Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity and brand building. Brand equity -- Building brands through marketing communication -- Measuring brand performance and equity -- Managing brands. Brand strategies 1 : symbolic brands -- Brand strategies 2 : low-involvement brands -- Brands, innovation, and high technology -- Brand stretching and retrenching -- Managing corporate reputation.
019956521X 9780199565214
2010942419
Product management
Strategic planning.
HF5415.15 / .E43 2011
658.827
Strategic brand management / Richard Rosenbaum-Elliot, Larry Percy & Simon Pervan. - Second edition. - xv, 303 pages : illustrations ; 25 cm
Includes bibliographical references (pages 283-284) and index.
The sociocultural meaning of brands. Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity and brand building. Brand equity -- Building brands through marketing communication -- Measuring brand performance and equity -- Managing brands. Brand strategies 1 : symbolic brands -- Brand strategies 2 : low-involvement brands -- Brands, innovation, and high technology -- Brand stretching and retrenching -- Managing corporate reputation.
019956521X 9780199565214
2010942419
Product management
Strategic planning.
HF5415.15 / .E43 2011
658.827