Strategic Brand Management

Lýsing:
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 behaviour. 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 the strategies they employ to 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 implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life.
End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through 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 summarise the essential points.
A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied. 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. This textbook is accompanied by the following online resources: For students: Web exercises Web links Video links For lecturers: PowerPoint slides Resource box.
Annað
- Höfundar: Richard Rosenbaum-Elliott, Larry Percy, Professor Simon Pervan
- Útgáfa:4
- Útgáfudagur: 2018-07-12
- Hægt að prenta út 2 bls.
- Hægt að afrita 2 bls.
- Format:ePub
- ISBN 13: 9780192523075
- Print ISBN: 9780198797807
- ISBN 10: 0192523074
Efnisyfirlit
- Cover
- Halftitle
- Title
- Copyright
- Contents
- New to this edition
- Preface
- How to use this book
- How to use the online resources
- Section 1 | The Sociocultural Meaning of Brands
- 1 Understanding the Social Psychology of Brands
- The history of brands
- Understanding consumer behaviour
- Consumer involvement
- Low-involvement choice
- Low-involvement choice and emotion
- Brands and low-involvement choice
- 2 Emotion and Brands
- What is emotion?
- Emotion and consumer choice
- Social perspectives on emotion
- Emotional response
- Consumption and the symbolic meaning of goods
- A conceptual model of emotion-driven choice
- Emotion and preference formation
- Justification of emotion-driven choice
- The process of emotion-driven choice
- Emotions and trust
- Trust in human relationships
- A model of trust and confidence in brands
- Emotional brand associations
- Implications for brand strategy
- 3 The Symbolic Meaning of Brands
- The postmodern consumer and symbolic meaning
- The postmodern consumer and identity
- Identity and self-symbolic consumption
- Lived versus mediated experience
- Symbolic meaning, advertising, and brands
- Identity and social-symbolic consumption
- Some implications for brand strategy
- 4 Cultural Meaning Systems and Brands
- Semiotics and brand meanings
- Personal meanings
- Social differentiation and social integration
- Neo-tribes
- 1 Understanding the Social Psychology of Brands
- 5 Brand Equity
- Name value
- Defining brand equity
- The central role of brand equity in the management of brands
- 6 Brand Communication
- Brands and marketing communication
- Brand message execution
- Brand message delivery
- 7 Measuring Brand Performance and Equity
- Measuring brand equity
- Measuring brand value
- Shareholder value
- Pre-testing marketing communication
- Tracking brand performance
- 8 Brand Strategies 1—Symbolic Brands
- Managing brand strategies in mindspace
- Symbolic brand strategies
- Personal meaning strategies
- Social differentiation strategies
- Social integration strategies
- 9 Brand Strategies 2—Low-Involvement Brands
- Brand salience
- Brands and the unconscious
- Behavioural processes
- Managing consumer perceptions
- Managing choice situations
- Increasing usage quantities
- Building brand loyalty
- 10 Brand Innovation and Digital Media
- The evolution of digital, social media and mobile marketing
- Word of mouth
- Viral campaigns
- Search capabilities
- Market intelligence
- The rise of Facebook
- Brand innovations
- Individual factors in the adoption of innovations
- The evolution of the active consumer
- Sociocultural factors in the adoption of innovations
- Managing high-technology brand strategy
- 11 Brand Portfolio Management
- Brand and product portfolios
- Portfolio management
- Evaluating stretching and retrenching opportunities
- Brand extensions
- Brand stretching: postmodernism to metamodernism
- Retro-marketing and nostalgia
- 12 People as Brand Touchpoints
- Managing brand touchpoints
- Digital brand touchpoints
- Corporate reputation: vision, culture, and image
- Vision–culture–image gap analysis
- Corporate culture and the corporate brand
- Developing corporate brand strategy
- Living the brand
- The employer brand
- Managing the corporate brand image/reputation
- Index
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- Gerð : 208
- Höfundur : 11171
- Útgáfuár : 2018
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