Strategic Brand Management (2nd) [Paperback]
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.
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. Whilst adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning. Building on a solid theoretical underpinning, it provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, enabling students to understand the practical application of Brand Management, whilst the framework for the book separates a brand's concept into functional and emotional parts. By using a wealth of new and up-to-date illustrative examples and case material that will appeal to international and UK students, the authors have ensured the text remains not only cutting edge in terms of academic theory but accessible for student readers. The wide experience of the author team, from consulting with industry and teaching on demanding MBA and executive development courses, means that the complex and exciting ideas presented in this edition are firmly grounded in managerial implications and applications. For this edition the authors have provided much greater integration between the book and the online resource centre by linking examples and brands used in the text to the URLs provided on the lecturer resource, thus allowing students ready access to examples that contextualise the theory. The new edition of the text will be supported by a completely updated and expanded Online Resource Centre: Student Resources: Web links (new) Web exercises (new) Glossary of terms Lecturer Resources: Powerpoint slides (updated & extended) Resource Box - links and references for multi media / print / film / TV clips that are relevant for lecturers to demonstrate strategic branding issues
PART 1: THE SOCIO-CULTURAL MEANING OF BRANDS ; 1. Understanding the Social Psychology of Brands ; 2. Emotion and Brands ; 3. The Symbolic Meaning of Brands ; 4. Cultural Meaning Systems and Brands ; PART 2: BRAND EQUITY AND BRAND BUILDING ; 5. Brand Equity ; 6. Building Brands through Marketing Communication ; 7. Measuring Brand Performance and Equity ; PART 3: MANAGING BRANDS ; 8. Brand Strategies 1 - Symbolic brands ; 9. Brand Strategies 2 - Low-involvement brands ; 10. Brands, Innovation and High Technology ; 11. Brand Stretching and Retrenching ; 12. Managing Corporate Reputation