- Paperback: 288 pages
- Publisher: OUP Oxford (14 Dec 2006)
- Language English
- ISBN-10: 0199260001
- ISBN-13: 978-0199260003
- Product Dimensions: 24.5 x 18.7 x 1.3 cm
- Amazon Bestsellers Rank: 73,462 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
"Some wonderful, crisp, and incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding. "--Jim Freund, University of Lancaster
--This text refers to an alternate
Paperback
edition.
Product Description
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 them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.
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