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Strategic Brand Management

Richard Elliott · Larry Percy · Simon Pervan

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

PART 1: THE SOCIO-CULTURAL MEANING OF BRANDS 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. Building Brands through Marketing 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. Brands, Innovation and High Technology 11. Brand Stretching and Retrenching 12. Managing Corporate Reputation

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