We use cookies to enhance your experience on our website. By continuing to use our website, you are agreeing to our use of cookies. You can change your cookie settings at any time. Find out more

Strategic Brand Management

Third Edition

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan

July 2015

ISBN: 9780198704201

352 pages
Paperback
246x189mm

In Stock

Price: £42.99

Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.

Share:

Description

Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.

  • The only textbook to fully analyse the social, cultural, and emotional impact of brand strategy on consumer perceptions.
  • The international author team provides expert insights into the brand management industry and contextualises academic theory with managerial applications and real-world results.
  • Discussion questions, case studies, key concept boxes, and full colour diagrams enrich the reader's understanding throughout every chapter.
  • A wide range of global examples enables students to analyse and compare international approaches to strategic brand management.

New to this edition

  • Updated and extended coverage of online and technological changes to brand management strategies, including social media and internet communities.
  • Wider international coverage with new examples from Asia, Australia, and Europe.
  • A new full colour presentation gives diagrams and photographs more impact, better enhancing the reader's understanding of brand management theory and practice.
  • A range of new and updated case studies and examples illustrate significant developments in brand management practice since 2011.
  • New key concept boxes allow the reader to recap and review the core theories and ideas set out at the beginning of each chapter.

About the Author(s)

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 Simon Pervan, Associate Professor in Marketing, Swinburne University of Technology

Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management.

Larry Percy is an international marketing and communication consultant and Visiting Professor at Copenhagen Business School.

Simon Pervan is Associate Professor in Marketing, Swinburne University of Technology, Australia.

Table of Contents

    Section I: The Sociocultural meanings 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
    Section II: Brand equity and brand building
    5: Brand equity
    6: Building brands through marketing communication
    7: Measuring brand performance and equity
    Section III: 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

Reviews

This text provides leading coverage on wider contemporary aspects of brand management and a new dimension of emphasis on emotional and functional elements of branding and brand positioning. - Dr Vish Maheswari, Director of Postgraduate Programmes, Warrington School of Management, University of Chester

The ideal textbook for those who want to go beyond the standard brand equity models to explore brands as an important social phenomenon - Dr Sotiris T Lalaounis, Lecturer in Marketing, University of Exeter Business School

Review from previous edition - Some wonderful crisp incisive writing that shines a light into the individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding. - Dr James Freund, University of Lancaster

Additional Resources

An Online Resource Centre accompanies the text book and includes:

For students:
- Apply your research skills and widen your understanding of real-world brand management using our web exercises.

- Connect to relevant and reliable sources of online information with our chapter-by-chapter web links.

For registered lecturers:

- Adapt the accompanying PowerPoint slides as a basis for lecture presentations, or as hand-outs in class.

- Access links to a range of articles, YouTube videos, and relevant websites to use in seminars or lectures.

Related Titles