Strategic Brand Management | Business Trove

Strategic Brand Management (Fourth Edition)  

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan
Published in Print:03 August 2018 Published Online:31 August 2023
ISBN:9780198797807
Publisher:Oxford University Press

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.