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STRATEGIC BRAND MANAGEMENT

ELLIOTT, RICHARD H. , PERCY, LARRY , PERVAN, SIMON

2015

BOOK
Category

STRATEGIC MANAGEMENT

Abstract STRATEGIC BRAND MANAGEMENT, 3E UNIQUELY ANALYSES THE SOCIAL AND CULTURAL ASPECTS OF BRAND STRATEGY AND ITS INFLUENCE ON CONSUMER PERCEPTIONS AROUND THE WORLD. WRITTEN BY EXPERTS IN THE FIELD, IT IS DESIGNED TO ENSURE STUDENTS ARE CONFIDENT IN ANALYSING TRADITIONAL IDEAS OF BRAND EQUITY AND POSITIONING AND ARE ABLE TO UNDERSTAND THE EMOTIONAL AND CULTURAL CONNECTIONS BRANDS CREATE AND EMPLOY. THE BOOK'S INNOVATIVE FRAMEWORK SEPARATES A BRAND'S CONCEPT INTO ITS FUNCTIONAL AND EMOTIONAL PARTS TO GIVE STUDENTS A COMPLETE UNDERSTANDING OF HOW BRANDS OPERATE AND COMPETE FOR CONSUMER LOYALTY. IN ADDITION, BRAND MANAGEMENT THEORY IS APPLIED TO A WEALTH OF ENGAGING REAL-LIFE CASE STUDIES AND FULL COLOR IMAGES CLEARLY ILLUSTRATE BRAND STRATEGIES IN ACTION. DIVERSE AND DYNAMIC EXAMPLES INCLUDE RED BULL, FIAT, AND VIRGIN, AS WELL AS INNOVATIVE AUSTRALIAN STATIONERY BRANDS, SCANDINAVIAN COFFEE COMPANIES, AND INTERNATIONAL RETAIL GIANTS. AS A RESULT, STRATEGIC BRAND MANAGEMENT IS THE COMPLETE AND ESSENTIAL TEXTBOOK FOR STUDENTS AIMING TO DEVELOP THEIR ACADEMIC AND PROFESSIONAL SKILLS AND LEARN MORE ABOUT THIS CHALLENGING AND PROFITABLE INDUSTRY.

ISBN 9780198704201
Author(s) ELLIOTT, RICHARD H. , PERCY, LARRY , PERVAN, SIMON
Credits
Edition 3RD ED.
Year 2015
Publisher OXFORD
Type BOOK
Keywords STRATEGIC BRAND MANAGEMENT
Language English
Collation xi, 334 P., 25 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Nicosia q 7 Yes A 20/10/2018
1 Limassol J 6 No A 01/01/1970