Strategic Brand Management, 4th Edition
$102.65
- Paperback
368 pages
- Release Date
19 August 2018
Summary
A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book’s innovative framework separates a brand’s concept into its functional and emotional parts to give students a complete understanding of how brands ope…
Book Details
| ISBN-13: | 9780198797807 |
|---|---|
| ISBN-10: | 019879780X |
| Author: | Richard Rosenbaum-Elliott, Larry Percy, Professor Simon Pervan |
| Publisher: | Oxford University Press |
| Imprint: | Oxford University Press |
| Format: | Paperback |
| Number of Pages: | 368 |
| Edition: | 4th |
| Release Date: | 19 August 2018 |
| Weight: | 792g |
| Dimensions: | 245mm x 190mm x 15mm |
What They're Saying
Critics Review
This text provides extensive insight into broader aspects of brand management, from a social phenomenon perspective, by emphasising emotional and functional elements of branding and brand positioning. * Dr Vish Maheshwari, Staffordshire University *A good and reliable branding book from an established group of authors with updated examples which provide a more relational view of branding. * Dr Achilleas Boukis, University of Sussex *A really insightful textbook which appreciates the socio-psycho-cultural aspects and nuances of brands and branding. * Dr Sotiris T. Lalaounis, University of Exeter *
About The Author
Richard Rosenbaum-Elliott
Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath.
Larry Percy is an International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School.
Simon Pervan is Associate Professor in Marketing at Swinburne University of Technology.
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