TY  - BOOK
AU  - Elliott,Richard H.
AU  - Percy,Larry
AU  - Pervan,Simon
TI  - Strategic brand management
SN  - 019956521X
AV  - HF5415.15 .E43 2011
U1  - 658.827 22
PY  - 2011///]
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Product management
KW  - Strategic planning
N1  - 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
ER  -