Strategic Brand Management And Development
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Strategic Brand Management And Development
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Author : Sotiris T. Lalaounis
language : en
Publisher: Routledge
Release Date : 2020-12-30
Strategic Brand Management And Development written by Sotiris T. Lalaounis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-30 with Business & Economics categories.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.
Strategic Brand Management
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Author : Richard H. Elliott
language : en
Publisher: Oxford University Press
Release Date : 2011-03-10
Strategic Brand Management written by Richard H. Elliott and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03-10 with Business & Economics categories.
`I find it an interesting read. I appreciate the in-depth psychological discussions and students will be happy with a short branding book.' Csilla Horvath, Radboud University Nijmegen --
Strategic Brand Management
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Author : Brice Martin & Elisha Stephens
language : en
Publisher: Scientific e-Resources
Release Date : 2019-07-03
Strategic Brand Management written by Brice Martin & Elisha Stephens and has been published by Scientific e-Resources this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-03 with categories.
Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique 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. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities.
Strategic Brand Management Building Measuring And Managing Brand Equity Global Edition
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Author : Kevin Lane Keller
language : en
Publisher: Pearson UK
Release Date : 2019-07-04
Strategic Brand Management Building Measuring And Managing Brand Equity Global Edition written by Kevin Lane Keller and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-04 with Business & Economics categories.
For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you will receive via email the code and instructions on how to access this product. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Simon and Schuster
Release Date : 1994
Strategic Brand Management written by Jean-Noël Kapferer and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Strategic Brand Management
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Author : Jean-Noel Kapferer
language : en
Publisher:
Release Date : 2000-07-01
Strategic Brand Management written by Jean-Noel Kapferer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-07-01 with categories.
"Strategic Brand Management" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.
Strategic Brand Management
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Author : Dr. N. Nirmala Devi
language : en
Publisher: Academic Guru Publishing House
Release Date : 2023-10-26
Strategic Brand Management written by Dr. N. Nirmala Devi and has been published by Academic Guru Publishing House this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-26 with Study Aids categories.
“Strategic Brand Management” is a must-read book for anyone interested in branding and how important it is in modern business. This book tells you everything you need to know about the art and science of managing brands in a world where names often stand out more than real assets. People of all levels can benefit from this book, from seasoned workers who want to improve their branding skills to people who are new to the field and are excited to learn more about it. It goes into great detail about branding principles, ideas, and real-world uses, giving people, businesses, and groups the tools they need to make the most of their names. The book uses insider knowledge, cutting-edge research, and enlightening case studies to show the strategies and tools that are needed to do well in the very competitive world of branding. It goes into great detail about the basics of branding, how to keep and change names strategically, and how to be flexible enough to deal with changing customer tastes and the way the global market works. By looking at cases from real life, readers can learn a lot about how well-known brands have done with strategic brand management. Additionally, the book is a great trove of useful resources and tools that can be easily used to create and handle brands in any discipline or business.
Strategic Brand Management
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Author : Kevin Lane Keller
language : en
Publisher:
Release Date : 1998
Strategic Brand Management written by Kevin Lane Keller and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
This volume provides a comprehensive, up-to-date treatment of the subject of brands, brand equity and strategic brand management. It provides insights into how profitable brand strategies can be created by building, measuring and managing brand equity.
Strategic Brand Management
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Author : Kevin Lane Keller
language : en
Publisher: Pearson Education India
Release Date : 2010-12
Strategic Brand Management written by Kevin Lane Keller and has been published by Pearson Education India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12 with Brand name products categories.
Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.
Strategic Brand Management
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Author : Kevin Lane Keller
language : en
Publisher: Pearson Education
Release Date : 2008
Strategic Brand Management written by Kevin Lane Keller and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Finely focused on the "how to" and "why" throughout, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. This approach considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.