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Strategic Brand Management

Fourth Edition

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan

Publication Date - September 2018

ISBN: 9780198797807

368 pages
Paperback
9.7 x 7.4 inches

In Stock

Retail Price to Students: $81.95

The only textbook to go beyond the standard branding models and fully explore brands as a sociocultural phenomenon

Description

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 behavior. 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 how they 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 applications. Diverse and dynamic examples--from the pull of the latest Samsung phone to British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia--are accompanied by advertisements and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of branding application and challenge students to question company practices and apply the theories from 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 summarize the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as relevant. 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.


ONLINE RESOURCES:

For Students:
*Web exercises
*Web links
*Video links

For Lecturers:
*PowerPoint slides
*Resource box

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 intimacy
  • New cases with a global focus, including Coca-Cola's Ramadan campaign, Amazon's targeting of female customers in India, and Levi's appeal to Chinese millennials
  • Updated and extended coverage of digital advancements, such as online video gaming, user tracking, privacy, and mobile marketing
  • New material on co-creation, brand passion, measuring brand value, and nostalgia branding
  • New images and advertisements from companies such as Samsung, Jigsaw, The Flight Centre, and comparethemarket.com

About the Author(s)

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.

Previous Publication Date(s)

September 2015
May 2011

Reviews

"This text provides extensive insight into broader aspects of brand management, from a social phenomenon perspective, by emphasizing emotional and functional elements of branding and brand positioning."--Vish Maheshwari, Staffordshire University

"A good and reliable branding book from an established group of authors, with updated examples that provide a relational view of branding."--Achilleas Boukis, University of Sussex

"A really insightful textbook which appreciates the socio-psycho-cultural aspects and nuances of brands and branding."--Sotiris T. Lalaounis, University of Exeter

Table of Contents

    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 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 management through social media
    11. Brand portfolio management
    12. People as brand touchpoints

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