Strategic brand management / Richard Rosenbaum-Elliot, Larry Percy & Simon Pervan.
Material type:
TextPublisher: Oxford ; New York : Oxford University Press, [2011]Copyright date: ©2011Edition: Second editionDescription: xv, 303 pages : illustrations ; 25 cmContent type: - text
- unmediated
- volume
- 019956521X
- 9780199565214
- 658.827 22
- HF5415.15 .E43 2011
Contents:
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.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.827 ELL (Browse shelf(Opens below)) | 1 | Available | A501769B |
Browsing City Campus shelves, Shelving location: City Campus Main Collection Close shelf browser (Hides shelf browser)
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.
Machine converted from AACR2 source record.
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