Strategic Brand Management

by Rosenbaum-Elliott, Richard; Percy, Larry; Pervan, Simon

• ISBN13: 9780198797807
• ISBN10: 019879780X
• Edition: 4th
• Format: Paperback
• Copyright: 2018-09-19
• Publisher: Oxford University Press

Summary

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

Author Biography

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.

Table of Contents

PART 1: THE SOCIOCULTURAL MEANING OF BANDS
Chapter 1. Understanding the Social Psychology of Brands
Chapter 2. Emotion and Brands
Chapter 3. The Symbolic Meaning of Brands
Chapter 4. Cultural Meaning Systems and Brands

PART 2: BRAND EQUITY AND BRAND BUILDING
Chapter 5. Brand Equity
Chapter 6. Brand Communication
Chapter 7. Measuring Brand Performance and Equity

PART 3: MANAGING BRANDS
Chapter 8. Brand Strategies 1: Symbolic Brands
Chapter 9. Brand Strategies 2: Low-Involvement Brands
Chapter 10. Brand Management through Social Media
Chapter 11. Brand Portfolio Management
Chapter 12. People as Brand Touchpoints
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