Strategic brand management:
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford [u.a.]
Oxford Univ. Press
2015
|
| Edition: | 3. ed. |
| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028219484&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | XI, 334 S. Ill., graph. Darst. |
| ISBN: | 9780198704201 |
Staff View
MARC
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| 245 | 1 | 0 | |a Strategic brand management |c Richard Rosenbaum-Elliott ; Larry Percy ; Simon Pervan |
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Record in the Search Index
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| adam_text | Contents
New to this edition viii
Preface ix
How to use this book x
How to use the Online Resource Centre xii
SECTION 1 | The Sociocultural Meaning of Brands 1
1 Understanding the Social Psychology of Brands 3
Introduction 4
The history of brands 4
Understanding consumer behaviour 6
Consumer involvement 12
Low-involvement choice 14
Low-involvement choice and emotion 15
Brands and low-involvement choice 16
2 Emotion and Brands 23
Introduction 24
What is emotion? 24
Emotion and consumer choice 25
Social perspectives on emotion 27
Emotional response 27
Consumption and the symbolic meaning of goods 30
A conceptual model of emotion-driven choice 31
Emotion and preference formation 32
Justification of emotion-driven choice 34
The process of emotion-driven choice 36
Emotions and trust 36
Trust in human relationships 37
A model of trust and confidence in brands 38
Emotional brand associations 39
Implications for brand strategy 42
3 The Symbolic Meaning of Brands 51
Introduction 52
The postmodern consumer and symbolic meaning 52
The postmodern consumer and identity 54
Contents
Identity and self-symbolic consumption 56
Lived versus mediated experience 57
Symbolic meaning, advertising, and brands 57
Identity and social-symbolic consumption 59
Some implications for brand strategy 61
4 Cultural Meaning Systems and Brands 71
Introduction 72
Semiotics and brand meanings 72
Personal meanings 74
Social differentiation and social integration 79
Neo-tribes 82
SECTION 2 I Brand Equity and Brand Building 95
5 Brand Equity 97
Introduction 98
Name value 98
Defining brand equity 99
The central role of brand equity in the management of brands 114
6 Building Brands through Marketing Communication 122
Introduction 123
The nature of brands and marketing communication 124
Marketing communications strategy 126
Brand communication strategy 135
Building brands with non-traditional media 144
7 Measuring Brand Performance and Equity 160
Introduction 161
Measuring brand equity 161
Pre-testing marketing communication 180
Tracking brand performance 182
SECTION 3 | Managing Brands 191
8 Brand Strategies 1—Symbolic Brands 193
Introduction 194
Managing brand strategies in mindspace 194
Symbolic brand strategies 197
Personal meaning strategies 198
Social differentiation strategies 204
Social integration strategies 208
9 Brand Strategies 2—Low-Involvement Brands 216
Introduction Brand awareness and brand salience Brands and pre-conscious processes Minimal cognitive processes Behavioural processes Managing consumer perceptions Managing choice situations Increasing usage quantities Building brand loyalty 217 217 j 219 220 224 : 227 j 230 ; 232 j 232 :
10 Brands, Innovation, and High Technology 239
Introduction Individual factors in the adoption of innovations The evolution of the active consumer Sociocultural factors in the adoption of innovations Managing high-technology brand strategy 240 j 242 ; 248 j 250 ! 253 !
11 Brand Stretching and Retrenching 262
Introduction Product and brand portfolios Product portfolio management Brand extensions Brand stretching: postmodernism to metamodernism 263 1 263 1 268 1 277 1 285 ^
12 Managing Corporate Reputation 293
Introduction The nature of services Managing brand touchpoints Digital brand touchpoints Corporate reputation; vision» culture, and image Vision -Culture Image gap analysis Corporate culture and the corporate brand Developing corporate brand strategy Living the brand The employer brand Managing the corporate brand image/reputation 294 294 297 298 299 299 302 303 306 307 308
Index
315
Contents
|
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| id | DE-604.BV042789629 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T17:19:50Z |
| institution | BVB |
| isbn | 9780198704201 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028219484 |
| oclc_num | 921123684 |
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| owner | DE-188 DE-355 DE-BY-UBR DE-573 DE-703 DE-1049 |
| owner_facet | DE-188 DE-355 DE-BY-UBR DE-573 DE-703 DE-1049 |
| physical | XI, 334 S. Ill., graph. Darst. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Oxford Univ. Press |
| record_format | marc |
| spellingShingle | Elliott, Richard 1948- Percy, Larry Pervan, Simon Strategic brand management Strategisches Management (DE-588)4124261-0 gnd Strategie (DE-588)4057952-9 gnd Markenpolitik (DE-588)4144679-3 gnd Management (DE-588)4037278-9 gnd Markenartikel (DE-588)4037584-5 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4057952-9 (DE-588)4144679-3 (DE-588)4037278-9 (DE-588)4037584-5 |
| title | Strategic brand management |
| title_auth | Strategic brand management |
| title_exact_search | Strategic brand management |
| title_full | Strategic brand management Richard Rosenbaum-Elliott ; Larry Percy ; Simon Pervan |
| title_fullStr | Strategic brand management Richard Rosenbaum-Elliott ; Larry Percy ; Simon Pervan |
| title_full_unstemmed | Strategic brand management Richard Rosenbaum-Elliott ; Larry Percy ; Simon Pervan |
| title_short | Strategic brand management |
| title_sort | strategic brand management |
| topic | Strategisches Management (DE-588)4124261-0 gnd Strategie (DE-588)4057952-9 gnd Markenpolitik (DE-588)4144679-3 gnd Management (DE-588)4037278-9 gnd Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Strategisches Management Strategie Markenpolitik Management Markenartikel |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028219484&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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