TY  - BOOK
AU  - Elliott,Richard H.
AU  - Percy,Larry
TI  - Strategic brand management
SN  - 0199260001
AV  - HF5415.15 .E43 2007
U1  - 658.827 22
PY  - 2007///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Product management
KW  - Strategic planning
N1  - Includes bibliographical references and index; 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
N2  - "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
ER  -