Strategic brand management:
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford [u.a.]
Oxford Univ. Press
2011
|
| Edition: | 2. ed. |
| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020772321&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Item Description: | Literaturangaben. - 1. Aufl. u.d.T.: Elliott, Richard: Strategic brand management |
| Physical Description: | XV, 303 S. Ill., graph. Darst. |
| ISBN: | 9780199565214 |
Staff View
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Record in the Search Index
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| adam_text | Titel: Strategic brand management
Autor: Rosenbaum-Elliott, Richard
Jahr: 2011
CONTENTS
List of Figures x
List of Tables
How to use this Book
xn
xiv
SECTION 1 | The Sociocultural Meaning of Brands 1
1 Understanding the Social Psychology of Brands 3
Introduction 4
Understanding consumer behaviour 5
Consumer involvement 10
Low-involvement choice 1i
Low-involvement choice and emotion 12
Brands and low-involvement choice 13
2 Emotion and Brands 21
Introduction 22
What is emotion? 22
Emotion and consumer choice 23
Social perspectives on emotion 24
Emotional response 25
Consumption and the symbolic meaning of goods 27
A conceptual model of emotion-driven choice 27
Emotion and preference formation 28
lustification of emotion-driven choice 31
The process of emotion-driven choice 32
Emotions and trust 32
Trust in human relationships 34
A model of trust and confidence in brands 34
Emotional brand associations 35
Implications for brand strategy 38
3 The Symbolic Meaning of Brands 47
Introduction 48
The postmodern consumer and symbolic meaning 48
The postmodern consumer and identity 49
Identity and self-symbolic consumption 51
Lived versus mediated experience 52
Symbolic meaning, advertising, and brands 52
Identity and social-symbolic consumption 54
Some implications for brand strategy 57
4 Cultural Meaning Systems and Brands 66
Introduction 67
Semiotics and brand meanings 67
Personal meanings 69
Social differentiation and social integration 72
Neo-tribes 75
SECTION 2 | Brand Equity and Brand Building 85
5 Brand Equity 87
Introduction 88
Name value 88
Defining brand equity 89
The central role of brand equity in the management of brands 101
6 Building Brands through Marketing Communication 108
Introduction 109
The nature of brands and marketing communication 110
Marketing communications strategy 112
Brand communication strategy 120
Building brands with non-traditional media 129
7 Measuring Brand. Performance and Equity 141
Introduction 142
Tracking brand performance 142
Measuring brand equity 146
Primary research for measuring brand equity 148
SECTION 3 | Managing Brands 173
8 Brand Strategies 1-Symbolic Brands 175
Introduction 176
Managing brand strategies in mindspace 176
Symbolic brand strategies 178
Personal meaning strategies 179
Social differentiation strategies 184
Social integration strategies 188
9 Brand Strategies 2-Low-involvement Brands 195
Introduction 196
Brand awareness and brand salience 196
Brands and pre-conscious processes 197
Minimal cognitive processes 198
Behavioural processes 202
Managing consumer perceptions 204
Managing choice situations 208
Increasing usage quantities 209
Building brand loyalty 210
10 Brands, Innovation, and High Technology 217
Introduction 218
Individual factors in the adoption of innovations 220
The evolution of the active consumer 225
Sociocultural factors in the adoption of innovations 227
Managing high-technology brand strategy 229
11 Brand Stretching and Retrenching 240
Introduction 241
Product and brand portfolios 241
Product portfolio management 245
Brand extensions 252
Brand stretching in a postmodern world 259
12 Managing Corporate Reputation 267
Introduction 268
The nature of services 268
Managing brand touchpoints 270
Corporate reputation: vision, culture, and image 271
Vision-Culture-Image gap analysis 272
Corporate culture and the corporate brand 274
Developing corporate brand strategy 274
Living the brand 277
The employer brand 278
Managing the corporate brand image/reputation 279
Index 285
|
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| illustrated | Illustrated |
| indexdate | 2024-12-20T14:43:22Z |
| institution | BVB |
| isbn | 9780199565214 |
| language | English |
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| spellingShingle | Elliott, Richard 1948- Percy, Larry Pervan, Simon Strategic brand management Markenartikel (DE-588)4037584-5 gnd Strategie (DE-588)4057952-9 gnd Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
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| title | Strategic brand management |
| title_auth | Strategic brand management |
| title_exact_search | Strategic brand management |
| title_full | Strategic brand management Richard Rosenbaum-Elliot ; Larry Percy ; Simon Pervan |
| title_fullStr | Strategic brand management Richard Rosenbaum-Elliot ; Larry Percy ; Simon Pervan |
| title_full_unstemmed | Strategic brand management Richard Rosenbaum-Elliot ; Larry Percy ; Simon Pervan |
| title_short | Strategic brand management |
| title_sort | strategic brand management |
| topic | Markenartikel (DE-588)4037584-5 gnd Strategie (DE-588)4057952-9 gnd Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenartikel Strategie Management Strategisches Management Markenpolitik |
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