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Strategic brand management / Richard Elliott, Larry Percy

By: Contributor(s): Material type: TextTextPublication details: Oxford : Oxford University Press, [2007]Description: xiv, 265 p. : ill. ; 25 cmISBN:
  • 9780199260003
  • 9780199260003
Subject(s):
Partial contents:
Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning and brands -- Brand equity -- Auditing and measuring brand equity -- Brand strategies 1 - symbolic brands -- Brand strategies 2 - functional brands -- Brand stretching and retrenching -- Brandig services and managing the corporate band -- Brands and advertising
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 Status Date due Barcode
General General ATU Dublin Road General Shelves 658.827 ELL (Browse shelf(Opens below)) Available G104657

Includes bibliographical references and index

Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning and brands -- Brand equity -- Auditing and measuring brand equity -- Brand strategies 1 - symbolic brands -- Brand strategies 2 - functional brands -- Brand stretching and retrenching -- Brandig services and managing the corporate band -- Brands and advertising

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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