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£43.99

Paperback

Published: 03 August 2018

368 Pages

246x189mm

ISBN: 9780198797807


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Strategic Brand Management

Fourth Edition

Richard Rosenbaum-Elliott, Larry Percy, and Professor Simon Pervan

  • The only textbook to fully analyse the social, cultural, and emotional impact of brand strategy on consumer perceptions
  • An expert author team provides an international approach that is sociocultural, as well as practical and managerial
  • Diverse and dynamic global examples such as Samsung, Lipton tea, Diesel, and Nintendo explicitly link the theory to practice and demonstrate the strategies companies employ in their branding campaigns
  • Extensive use of images and adverts from the brands discussed showcase the innovative ideas of branding managers
  • 'Key Concept' boxes, discussion questions, and explanatory diagrams ensure students can fully understand and engage with branding terminology and theory

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  • A new chapter on brand innovation and digital media reflects the increasing importance of this medium on branding, and includes coverage of value creation, brand love, and brand intimacy.
  • Coca-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 focus.
  • Updated and extended coverage of digital advancements, such as online video gaming, user tracking, privacy, and mobile marketing feature across the book.
  • Co-creation, brand passion, measuring brand value, and nostalgia branding are given an increased focus.
  • New images and adverts from companies such as Samsung, Jigsaw, The Flight Centre, and comparethemarket.com illustrate the new examples discussed.

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