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Strategic Brand Management 2nd Revised edition [Mīkstie vāki]

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  • Formāts: Paperback / softback, 320 pages, height x width x depth: 244x186x15 mm, weight: 622 g, 65 illustrations
  • Izdošanas datums: 22-Mar-2011
  • Izdevniecība: Oxford University Press
  • ISBN-10: 019956521X
  • ISBN-13: 9780199565214
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Strategic Brand Management 2nd Revised editionPalielināt
  • Formāts: Paperback / softback, 320 pages, height x width x depth: 244x186x15 mm, weight: 622 g, 65 illustrations
  • Izdošanas datums: 22-Mar-2011
  • Izdevniecība: Oxford University Press
  • ISBN-10: 019956521X
  • ISBN-13: 9780199565214
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780199565214.html
Keywords:
Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. Whilst adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning. Building on a solid theoretical underpinning, it provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, enabling students to understand the practical application of Brand Management, whilst the framework for the book separates a brand's concept into functional and emotional parts.

By using a wealth of new and up-to-date illustrative examples and case material that will appeal to international and UK students, the authors have ensured the text remains not only cutting edge in terms of academic theory but accessible for student readers.


The wide experience of the author team, from consulting with industry and teaching on demanding MBA and executive development courses, means that the complex and exciting ideas presented in this edition are firmly grounded in managerial implications and applications.

For this edition the authors have provided much greater integration between the book and the online resource centre by linking examples and brands used in the text to the URLs provided on the lecturer resource, thus allowing students ready access to examples that contextualise the theory.

The new edition of the text will be supported by a completely updated and expanded Online Resource Centre:

Student Resources:
Web links (new)
Web exercises (new)
Glossary of terms

Lecturer Resources:
Powerpoint slides (updated & extended)
Resource Box - links and references for multi media / print / film / TV clips that are relevant for lecturers to demonstrate strategic branding issues

Recenzijas

Some wonderful crisp incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding. Jim Freund, University of Lancaster I find it an interesting read. I appreciate the in-depth psychological discussions and students will be happy with a short branding book. Csilla Horvath, Radboud University Nijmegen

List of Figures
x
List of Tables
xii
How to use this Book xiv
SECTION 1 The Sociocultural Meaning of Brands
1(84)
1 Understanding the Social Psychology of Brands
3(18)
Introduction
4(1)
Understanding consumer behaviour
5(5)
Consumer involvement
10(1)
Low-involvement choice
11(1)
Low-involvement choice and emotion
12(1)
Brands and low-involvement choice
13(8)
2 Emotion and Brands
21(26)
Introduction
22(1)
What is emotion?
22(1)
Emotion and consumer choice
23(1)
Social perspectives on emotion
24(1)
Emotional response
25(2)
Consumption and the symbolic meaning of goods
27(1)
A conceptual model of emotion-driven choice
27(1)
Emotion and preference formation
28(3)
Justification of emotion-driven choice
31(1)
The process of emotion-driven choice
32(1)
Emotions and trust
32(2)
Trust in human relationships
34(1)
A model of trust and confidence in brands
34(1)
Emotional brand associations
35(3)
Implications for brand strategy
38(9)
3 The Symbolic Meaning of Brands
47(19)
Introduction
48(1)
The postmodern consumer and symbolic meaning
48(1)
The postmodern consumer and identity
49(2)
Identity and self-symbolic consumption
51(1)
Lived versus mediated experience
52(1)
Symbolic meaning, advertising, and brands
52(2)
Identity and social-symbolic consumption
54(3)
Some implications for brand strategy
57(9)
4 Cultural Meaning Systems and Brands
66(19)
Introduction
67(1)
Semiotics and brand meanings
67(2)
Personal meanings
69(3)
Social differentiation and social integration
72(3)
Neo-tribes
75(10)
SECTION 2 Brand Equity and Brand Building
85(88)
5 Brand Equity
87(21)
Introduction
88(1)
Name value
88(1)
Defining brand equity
89(12)
The central role of brand equity in the management of brands
101(7)
6 Building Brands through Marketing Communication
108(33)
Introduction
109(1)
The nature of brands and marketing communication
110(2)
Marketing communications strategy
112(8)
Brand communication strategy
120(9)
Building brands with non-traditional media
129(12)
7 Measuring Brand Performance and Equity
141(32)
Introduction
142(1)
Tracking brand performance
142(4)
Measuring brand equity
146(2)
Primary research for measuring brand equity
148(25)
SECTION 3 Managing Brands
173(112)
8 Brand Strategies 1---Symbolic Brands
175(20)
Introduction
176(1)
Managing brand strategies in mindspace
176(2)
Symbolic brand strategies
178(1)
Personal meaning strategies
179(5)
Social differentiation strategies
184(4)
Social integration strategies
188(7)
9 Brand Strategies 2---Low-involvement Brands
195(22)
Introduction
196(1)
Brand awareness and brand salience
196(1)
Brands and pre-conscious processes
197(1)
Minimal cognitive processes
198(4)
Behavioural processes
202(2)
Managing consumer perceptions
204(4)
Managing choice situations
208(1)
Increasing usage quantities
209(1)
Building brand loyalty
210(7)
10 Brands, Innovation, and High Technology
217(23)
Introduction
218(2)
Individual factors in the adoption of innovations
220(5)
The evolution of the active consumer
225(2)
Sociocultural factors in the adoption of innovations
227(2)
Managing high-technology brand strategy
229(11)
11 Brand Stretching and Retrenching
240(27)
Introduction
241(1)
Product and brand portfolios
241(4)
Product portfolio management
245(7)
Brand extensions
252(7)
Brand stretching in a postmodern world
259(8)
12 Managing Corporate Reputation
267(18)
Introduction
268(1)
The nature of services
268(2)
Managing brand touchpoints
270(1)
Corporate reputation: vision, culture, and image
271(1)
Vision-Culture-Image gap analysis
272(2)
Corporate culture and the corporate brand
274(1)
Developing corporate brand strategy
274(3)
Living the brand
277(1)
The employer brand
278(1)
Managing the corporate brand image/reputation
279(6)
Index 285