Strategic Brand Management

Name: Strategic Brand Management
Availability: OutOfStock
ISBN: 9780199260003

ISBN-10: 0199260001

ISBN-13: 9780199260003

Edition: 2006

Authors: Richard Elliott, Larry Percy

List price: $60.00

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Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into…

Book details

List price: $60.00
Copyright year: 2006
Publisher: Oxford University Press, Incorporated
Publication date: 2/8/2007
Binding: Paperback
Pages: 288
Size: 7.44" wide x 9.69" long x 0.51" tall
Weight: 1.342
Language: English




Understanding the social psychology of brands



Emotion and brands



The symbolic meaning of brands



Cultural meaning systems and brands



Brand equity



Auditing and measuring brand equity



Brand strategies 1 - symbolic brands



Brand strategies 2 - functional brands



Brand stretching and retrenching



Branding services and managing the corporate brand



Brands and advertising