ISBN 9780195692280,Strategic Brand Management

Strategic Brand Management



Oxford University Press

Publication Year 2007

ISBN 9780195692280

ISBN-10 0195692284


Number of Pages 265 Pages
Language (English)

Reference works

Building on a solid theoretical underpinning, this textbook 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. Key Features Written by an experienced and respected author team, providing students with the confidence to engage with the subject. Follows a clear and logical structure ensuring the subject is made accessible and easy to understand. Provides a unique socio-cultural approach to brand management, enabling students to understand the different aspects of the subject. About the Author Richard Elliot ,Professor of Marketing and Consumer Research, Warwick Business School, University of Warwick