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Strategic brand management

Author: Richard H Elliott; Larry Percy; Simon Pervan
Publisher: Oxford : Oxford University Press, 2011.
Edition/Format:   Print book : 2nd ed
Summary:

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Richard H Elliott; Larry Percy; Simon Pervan
ISBN: 9780199565214 019956521X
OCLC Number: 706045307
Description: xi, 303 Seiten : Illustrationen ; 25 cm
Contents: 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
Responsibility: Richard Rosenbaum-Elliot, Larry Percy & Simon Pervan.

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Some wonderful crisp incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, Read more...

 
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