Strategic Brand Management and Development
Creating and Marketing Successful Brands
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ISBN-13:
9780367338756
Veröffentl:
2020
Erscheinungsdatum:
31.12.2020
Seiten:
344
Autor:
Sotiris T. Lalaounis
Gewicht:
730 g
Format:
244x175x20 mm
Sprache:
Englisch
Beschreibung:
This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory.
1. Introduction: History and the Importance of Brands 2. Developing Brand Equity, Positioning, Personality, and Values 3. Creating Brand Identity: Brand Aesthetics and Symbolism 4. Brand Communications and the Attention Economy 5. Holistic Brand Experiences and Emotional Branding 6. Consumer Collectives, Brand Avoidance, and Political Consumption 7. Brand Ethics, Social Responsibility, and Sustainable Consumption 8. Brand Performance and Metrics 9. Brand Growth: Brand Architecture and Brand Extensions 10. Brand Futures: Technology and Innovation in Branding Strategies
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