Strategic brand management / Richard Elliott, Larry Percy.
"Strategic Brand Management approaches the subject of brand management from a unique combination of sociological and cultural perspectives. This approach provides students with an understanding of the dynamics of the subject and enables them to engage with the issues that lie within. The book i...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Oxford ; New York :
Oxford University Press,
2007.
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| Subjects: |
Table of Contents:
- 1. Understanding the social psychology of brands
- 2. Emotion and brands
- 3. The symbolic meaning of brands
- 4. Cultural meaning systems and brands
- 5. Brand equity
- 6. Auditing and measuring brand equity
- 7. Brand strategies 1 - symbolic brands
- 8. Brand strategies 2 - functional brands
- 9. Brand stretching and retrenching
- 10. Branding services and managing the corporate brand
- 11. Brands and advertising.