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E-raamat: Strategic Brand Management

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(Professor of Marketing,), (International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School), (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management)
  • Formaat: 345 pages
  • Ilmumisaeg: 12-Jul-2018
  • Kirjastus: Oxford University Press
  • Keel: eng
  • ISBN-13: 9780192523075
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Strategic Brand ManagementSuurem pilt
  • Formaat: 345 pages
  • Ilmumisaeg: 12-Jul-2018
  • Kirjastus: Oxford University Press
  • Keel: eng
  • ISBN-13: 9780192523075
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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 behaviour. 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 the strategies they employ to 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 implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through 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 summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied. 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.

This textbook is accompanied by the following online resources:

For students: Web exercises Web links Video links

For lecturers: PowerPoint slides Resource box

Arvustused

This text provides extensive insight into broader aspects of brand management, from a social phenomenon perspective, by emphasising emotional and functional elements of branding and brand positioning. * Dr Vish Maheshwari, Staffordshire University * A good and reliable branding book from an established group of authors with updated examples which provide a more relational view of branding. * Dr Achilleas Boukis, University of Sussex * A really insightful textbook which appreciates the socio-psycho-cultural aspects and nuances of brands and branding. * Dr Sotiris T. Lalaounis, University of Exeter *

New to this edition viii
Preface ix
How to use this book x
How to use the online resources xii
SECTION 1 The Sociocultural Meaning of Brands
1(94)
1 Understanding the Social Psychology of Brands
3(20)
The history of brands
4(3)
Understanding consumer behaviour
7(7)
Consumer involvement
14(2)
Low-involvement choice
16(1)
Low-involvement choice and emotion
17(1)
Brands and low-involvement choice
18(5)
2 Emotion and Brands
23(27)
What is emotion
24(1)
Emotion and consumer choice
25(2)
Social perspectives on emotion
27(1)
Emotional response
28(2)
Consumption and the symbolic meaning of goods
30(1)
A conceptual model of emotion-driven choice
31(1)
Emotion and preference formation
32(3)
Justification of emotion-driven choice
35(1)
The process of emotion-driven choice
36(1)
Emotions and trust
37(1)
Trust in human relationships
38(1)
A model of trust and confidence in brands
39(1)
Emotional brand associations
40(3)
Implications for brand strategy
43(7)
3 The Symbolic Meaning of Brands
50(21)
The postmodern consumer and symbolic meaning
51(2)
The postmodern consumer and identity
53(2)
Identity and self-symbolic consumption
55(1)
Lived versus mediated experience
56(1)
Symbolic meaning, advertising, and brands
57(1)
Identity and social-symbolic consumption
58(2)
Some implications for brand strategy
60(11)
4 Cultural Meaning Systems and Brands
71(24)
Semiotics and brand meanings
72(3)
Personal meanings
75(4)
Social differentiation and social integration
79(5)
Neo-tribes
84(11)
SECTION 2 Brand Equity and Brand Building
95(102)
5 Brand Equity
97(26)
Name value
98(1)
Defining brand equity
99(17)
The central role of brand equity in the management of brands
116(7)
6 Brand Communication
123(38)
Brands and marketing communication
124(10)
Brand message execution
134(9)
Brand message delivery
143(18)
7 Measuring Brand Performance and Equity
161(36)
Measuring brand equity
162(20)
Measuring brand value
182(1)
Shareholder value
183(1)
Pre-testing marketing communication
184(2)
Tracking brand performance
186(11)
SECTION 3 Managing Brands
197(138)
8 Brand Strategies 1---Symbolic Brands
199(24)
Managing brand strategies in mindspace
200(2)
Symbolic brand strategies
202(1)
Personal meaning strategies
203(8)
Social differentiation strategies
211(4)
Social integration strategies
215(8)
9 Brand Strategies 2---Low-Involvement Brands
223(26)
Brand salience
224(2)
Brands and the unconscious
226(7)
Behavioural processes
233(3)
Managing consumer perceptions
236(2)
Managing choice situations
238(2)
Increasing usage quantities
240(1)
Building brand loyalty
241(8)
10 Brand Innovation and Digital Media
249(32)
The evolution of digital, social media and mobile marketing
250(2)
Word of mouth
252(1)
Viral campaigns
252(1)
Search capabilities
253(1)
Market intelligence
253(1)
The rise of Facebook
254(1)
Brand innovations
255(2)
Individual factors in the adoption of innovations
257(6)
The evolution of the active consumer
263(2)
Sociocultural factors in the adoption of innovations
265(3)
Managing high-technology brand strategy
268(13)
11 Brand Portfolio Management
281(35)
Brand and product portfolios
282(6)
Portfolio management
288(3)
Evaluating stretching and retrenching opportunities
291(7)
Brand extensions
298(8)
Brand stretching: postmodernism to metamodernism
306(2)
Retro-marketing and nostalgia
308(8)
12 People as Brand Touchpoints
316(19)
Managing brand touchpoints
317(2)
Digital brand touchpoints
319(1)
Corporate reputation: vision, culture, and image
320(1)
Vision-culture-image gap analysis
321(2)
Corporate culture and the corporate brand
323(1)
Developing corporate brand strategy
324(4)
Living the brand
328(1)
The employer brand
329(1)
Managing the corporate brand image/reputation
329(6)
Index 335
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