Description
Book SynopsisA 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 pos
Trade ReviewThis 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 *
Table of ContentsPart 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 brandsPart 2: Brand Equity and Brand Building 5: Brand equity 6: Brand communication 7: Measuring brand performance and equityPart 3: Managing Brands 8: Brand strategies 1 - symbolic brands 9: Brand strategies 2 - low-involvement brands 10: Brand Innovation and Digital Media 11: Brand portfolio management 12: People as brand touchpoints
