OXFORD UNIVERSITY PRESS

Strategic Brand Management (4th edition)

ISBN : 9780198797807

Price(incl.tax): 
¥7,304
Author: 
Richard Rosenbaum-Elliott; Larry Percy
Pages
352 Pages
Format
Paperback
Size
189 x 246 mm
Pub date
Jul 2018
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The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.

Index: 

Part 1: The Sociocultural Meaning of Bands
1 Understanding the social psychology of brands
2 Emotion and brands
3 The symbolic meaning of brands
4 Cultural meaning systems and brands
Part 2: Brand Equity and Brand Building
5 Brand equity
6 Brand communication
7 Measuring brand performance and equity
Part 3: Managing Brands
8 Brand strategies 1 - symbolic brands
9 Brand strategies 2 - low-involvement brands
10 Brand Innovation and Digital Media
11 Brand portfolio management
12 People as brand touchpoints

About the author: 

Simon Pervan

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