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Strategic Brand Management

Strategic Brand Management

ISBN 9780198704201
Edition 3
Publication Date
Publisher Oxford University Press
Strategic Brand Management third edition, uniquely analyses the social and cultural aspects of brand strategy and its influence on consumer perceptions around the world.Written by experts in the field, it is designed to ensure students are confident in analysing traditional ideas of brand equity and positioning and are able to understand the emotional and cultural connections brands create and employ. 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 operate and compete for consumer loyalty.In addition, brand management theory is applied to a wealth of engaging real-life case studies and full colour images clearly illustrate brand strategies in action. Diverse and dynamic examples include Red Bull, Fiat, and Virgin, as well as innovative Australian stationery brands, Scandinavian coffee companies, and international retail giants.As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry. New to this editionUpdated and extended coverage of online and technological changes to brand management strategies, including social media and internet communities.Wider international coverage with new examples from Asia, Australia, and Europe.A new full colour presentation gives diagrams and photographs more impact, better enhancing the reader's understanding of brand management theory and practice.A range of new and updated case studies and examples illustrate significant developments in brand management practice since 2011.New key concept boxes allow the reader to recap and review the core theories and ideas set out at the beginning of each chapter. 

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