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Strategic brand management /

By: Rosenbaum-Elliott, Richard.
Contributor(s): Percy, Larry | Pervan, Simon.
Publisher: Oxford : Oxford University Press, 2011Edition: 2nd ed.Description: xv, 303 p. : ill. ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780199565214 (pbk.); 9780199565214:; 019956521X.Subject(s): Product management | Strategic planning | Brand name productsDDC classification: 658.827
Contents:
The sociocultural meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity and brand building. Brand equity -- Building brands through marketing communication -- Measuring brand performance and equity -- Managing brands. Brand strategies 1 : symbolic brands -- Brand strategies 2 : low-involvement brands -- Brands, innovation, and high technology -- Brand stretching and retrenching -- Managing corporate reputation.
Summary: This volume approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. It also integrates more traditional notions of the brand in terms of equity and positioning.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.827 ROS (Browse shelf(Opens below)) 1 Available 0090783
Total holds: 0

Includes bibliographical references and index.

The sociocultural meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity and brand building. Brand equity -- Building brands through marketing communication -- Measuring brand performance and equity -- Managing brands. Brand strategies 1 : symbolic brands -- Brand strategies 2 : low-involvement brands -- Brands, innovation, and high technology -- Brand stretching and retrenching -- Managing corporate reputation.

This volume approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. It also integrates more traditional notions of the brand in terms of equity and positioning.

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