Strategic Brand Management

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Richard Rosenbaum-Elliott (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management) Larry Percy (International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School)

Strategic Brand Management

Richard Rosenbaum-Elliott (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management), Larry Percy (International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School), Professor Simon Pervan (Professor of Marketing, La Trobe University)

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English

Oxford University Press
20 August 2018

Business strategy; Sales & marketing

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty.

Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter.

The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied.

As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.

New to this Edition:

A new chapter on brand management through social media reflects the increasing importance of this medium on branding, and includes coverage of value creation, brand love, and brand intimacyCoca-Cola's Ramadan campaign, Amazon's targeting of female customers in India, and Levi's appeal to Chinese millennials are just some of the new case studies that strengthen the book's global focusUpdated and extended coverage of digital advancements, such as online video gaming, user tracking, privacy, and mobile marketing feature across the bookCo-creation, brand passion, measuring brand value, and nostalgia branding are given an increased focusNew images and adverts from companies such as Samsung, Jigsaw, The Flight Centre, and comparethemarket.com illustrate the new examples discussedThis title is available as an eBook. Visit VitalSource for more information or to purchase.

By: Richard Rosenbaum-Elliott (Professor Emeritus of Marketing and Consumer Research University of Bath School of Management), Larry Percy (International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School), Professor Simon Pervan (Professor of Marketing, La Trobe University)
Imprint: Oxford University Press
Country of Publication: United Kingdom
Edition: 4th Revised edition
Dimensions: Height: 245mm, Width: 190mm, Spine: 15mm
Weight: 1g
ISBN: 9780198797807
ISBN 10: 019879780X
Pages: 368
Publication Date: 20 August 2018
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Part 1: The Sociocultural Meaning of Bands 1: Understanding the social psychology of brands 2: Emotion and brands 3: The symbolic meaning of brands 4: Cultural meaning systems and brandsPart 2: Brand Equity and Brand Building 5: Brand equity 6: Brand communication 7: Measuring brand performance and equityPart 3: Managing Brands 8: Brand strategies 1 - symbolic brands 9: Brand strategies 2 - low-involvement brands 10: Brand Innovation and Digital Media 11: Brand portfolio management 12: People as brand touchpoints

Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath. Larry Percy is an International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School. Simon Pervan is Associate Professor in Marketing at Swinburne University of Technology.

Reviews for Strategic Brand Management

This text provides extensive insight into broader aspects of brand management, from a social phenomenon perspective, by emphasising emotional and functional elements of branding and brand positioning. * Dr Vish Maheshwari, Staffordshire University * A good and reliable branding book from an established group of authors with updated examples which provide a more relational view of branding. * Dr Achilleas Boukis, University of Sussex * A really insightful textbook which appreciates the socio-psycho-cultural aspects and nuances of brands and branding. * Dr Sotiris T. Lalaounis, University of Exeter *

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Strategic Brand Management

$96.95

Paperback

Reviews for Strategic Brand Management

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