Book2018

Strategic Brand Management

Richard Rosenbaum-Elliott · Larry Percy · Simon Pervan

201 citations0/0 files storedOxford University Press eBooks

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

Abstract

Strategic Brand Management is made of three parts. Part 1 is about the sociocultural meaning of brands. It looks at understanding the social psychology of brands, emotion and brands, the symbolic meaning of brands, and cultural meaning of systems and brands. The second part looks at brand equity and brand building. Chapters in this section look at brand equity, brand communication, and brand performance. The third part covers managing brands and looks at brand strategies, brand innovation and digital media, brand portfolio management, and people as brand touchpoints.

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