Strategic brand management:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Oxford
Oxford University Press
[2018]
|
| Ausgabe: | 4th edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030527000&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xi, 354 Seiten Illustrationen, Diagramme |
| ISBN: | 9780198797807 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1819260398455488512 |
|---|---|
| adam_text | Contents
New to this edition viii
Preface ix
How to use this book x
How to use the online resources xii
SECTION 1 | The Sociocultural Meaning of Brands 1
1 Understanding the Social Psychology of Brands 3
The history of brands 4
Understanding consumer behaviour 7
Consumer involvement 14
Low-involvement choice 16
Low-involvement choice and emotion 17
Brands and low-involvement choice 18
2 Emotion and Brands 23
What is emotion? 24
Emotion and consumer choice 25
Social perspectives on emotion 27
Emotional response 28
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 35
The process of emotion-driven choice 36
Emotions and trust 37
Trust in human relationships 38
A model of trust and confidence in brands 39
Emotional brand associations 40
Implications for brand strategy 43
3 The Symbolic Meaning of Brands 50
The postmodern consumer and symbolic meaning 51
The postmodern consumer and identity 53
Identity and self-symbolic consumption 55
Lived versus mediated experience 56
Symbolic meaning, advertising, and brands 57
Identity and social-symbolic consumption
Some implications for brand strategy
58
60
4 Cultural Meaning Systems and Brands 71
Semiotics and brand meanings 72
Personal meanings 75
Social differentiation and social integration 79
Neo-tribes 84
SECTION 2 | Brand Equity and Brand Building 95
5 Brand Equity 97
Name value 98
Defining brand equity 99
The central role of brand equity in the management of brands 116
6 Brand Communication 123
Brands and marketing communication 124
Brand message execution 134
Brand message delivery 143
7 Measuring Brand Performance and Equity 161
Measuring brand equity 162
Measuring brand value 182
Shareholder value 183
Pre-testing marketing communication 184
Tracking brand performance 186
SECTION 3 | Managing Brands 197
8 Brand Strategies 1—Symbolic Brands 199
Managing brand strategies in mindspace 200
Symbolic brand strategies 202
Personal meaning strategies 203
Social differentiation strategies 211
Social integration strategies 215
9 Brand Strategies 2—Low-Involvement Brands 223
Brand salience 224
Brands and the unconscious 226
Behavioural processes 233
Managing consumer perceptions 236
Managing choice situations 238
Increasing usage quantities 240
Building brand loyalty 241
10 Brand Innovation and Digital Media 249
The evolution of digital, social media and mobile marketing 250
Word of mouth 252
Viral campaigns 252
Search capabilities 253
Market intelligence 253
The rise of Facebook 254
Brand innovations 255
Individual factors in the adoption of innovations 257
The evolution of the active consumer 263
Sociocultural factors in the adoption of innovations 265
Managing high-technology brand strategy 268
11 Brand Portfolio Management 281
Brand and product portfolios 282
Portfolio management 288
Evaluating stretching and retrenching opportunities 291
Brand extensions 298
Brand stretching: postmodernism to metamodernism 306
Retro-marketing and nostalgia 308
12 People as Brand Touchpoints 316
Managing brand touchpoints 317
Digital brand touchpoints 319
Corporate reputation: vision, culture, and image 320
Vision-culture-image gap analysis 321
Corporate culture and the corporate brand 323
Developing corporate brand strategy 324
Living the brand 328
The employer brand 329
Managing the corporate brand image/reputation 329
Index 335
Contents
|
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| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
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| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4th edition |
| format | Book |
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| id | DE-604.BV045137111 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T18:19:02Z |
| institution | BVB |
| isbn | 9780198797807 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030527000 |
| oclc_num | 1051247078 |
| open_access_boolean | |
| owner | DE-384 DE-188 DE-355 DE-BY-UBR DE-473 DE-BY-UBG DE-M382 DE-N2 DE-1050 DE-92 DE-1049 DE-739 |
| owner_facet | DE-384 DE-188 DE-355 DE-BY-UBR DE-473 DE-BY-UBG DE-M382 DE-N2 DE-1050 DE-92 DE-1049 DE-739 |
| physical | xi, 354 Seiten Illustrationen, Diagramme |
| publishDate | 2018 |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| publisher | Oxford University Press |
| record_format | marc |
| spellingShingle | Elliott, Richard 1948- Percy, Larry Pervan, Simon Strategic brand management Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Strategie (DE-588)4057952-9 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4124261-0 (DE-588)4057952-9 (DE-588)4144679-3 (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 | Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Strategie (DE-588)4057952-9 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Management Strategisches Management Strategie Markenpolitik Markenartikel |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030527000&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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