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.