Strategic Brand Management

Description

The only textbook that builds upon the traditional branding models to fully explore the emotional, social, 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
• 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

New to this edition

• 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.

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 Visiting Professor at Copenhagen Business School, and Professor Simon Pervan, Professor of Marketing, La Trobe University Business School

Table of Contents

Part 1: The Sociocultural Meaning of Brands
1:Understanding the social psychology of brands
2:Emotion and brands
3:The symbolic meaning of brands
4:Cultural meaning of systems and brands
Part 2: Brand Equity and Brand Building
5:Brand equity
6:Brand 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:Brand Innovation and Digital Media
11:Brand portfolio management
12:People as brand touchpoints

Reviews

"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

Additional Resources

An Online Resource Centre accompanies the textbook and includes:
For students:
Web exercises
Web links
Video links

For lecturers:
PowerPoint slides
Resource box