Strategic Brand Management
Second Edition
ISBN13: 9780199565214ISBN10: 019956521X
Paperback, 320 pages
Apr 2011,
In Stock
Retail Price to Students:
$69.95 (04)
320 pages;
65 illus.;
9.7 x 7.4;
ISBN13: 978-0-19-956521-4ISBN10: 0-19-956521-X
Table of Contents
Part 1: The Socio-Cultural Meaning of Brands
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
5.
Brand Equity: Concepts and Approaches
6.
The Role of IMC in Building Brand Equity
7.
Auditing and Measuring Brand Equity
Part 3: Managing Brands
8.
Brand Strategies 1 - Symbolic brands
9.
Brand Strategies 2 - Low-Involvement brands
10.
Brands, Innovation, and High Technology
11.
Brand Stretching and Retrenching
12.
Managing Corporate Reputation
