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Strategic Brand Management

Richard Rosenbaum-Elliott, Larry Percy, Professor Simon Pervan · ISBN 9780198797807
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Publisher Oxford University Press UK
Author(s) Richard Rosenbaum-Elliott / Larry Percy / Professor Simon Pervan
Edition 4
Published 20th August 2018
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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.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 intimacyCoca-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 focusUpdated and extended coverage of digital advancements, such as online video gaming, user tracking, privacy, and mobile marketing feature across the bookCo-creation, brand passion, measuring brand value, and nostalgia branding are given an increased focusNew images and adverts from companies such as Samsung, Jigsaw, The Flight Centre, and comparethemarket.com illustrate the new examples discussedThis title is available as an eBook. Please contact your Sales and Learning Resource Consultant for more information.
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