Strategic brand management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2007
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Klappentext Inhaltsverzeichnis |
| Beschreibung: | Ab 2. Aufl. u.d.T.: Rosenbaum-Elliott, Richard: Strategic brand management |
| Beschreibung: | XIV, 265 S. Ill., graph. Darst. |
| ISBN: | 9780199260003 0199260001 |
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Datensatz im Suchindex
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| adam_text | Strategie
unique combination of sociological and cultural perspectives.This approach provides
students with an understanding of the dynamics of the subject and enables them to
engage with the issues that lie within.The book integrates more traditional notions
of the brand, such as equity and positioning, within this innovative framework.
The framework also allows the separation of 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.
Building on a solid theoretical underpinning, this textbook provides a rigorous
grounding in the subject of brand management. Packed with numerous examples of
well-known brands including IKEA, Standard Life, Coca-Cola, and EasyJet; case studies
on companies and brands such as MasterCard, Andrex, Nescafe Gold Blend, and
Hennessy Cognac; and featuring a wealth of images, students are able to understand
the practical application of the theory, ensuring a holistic appreciation of the subject.
Richard Eiliott
Bath School Of Management, and a Fellow of St Anne s College, Oxford. He is a visiting
professor at ESSEC Paris, University Paris
Thammasat University Bangkok and Hong Kong Polytechnic University. Previously
he was appointed to the first Readership in
was a Deputy Director of the Said Business School. He worked for
management with a number of US multinationals and as an Account Director at an
international advertising agency.
Larry Percy is a Visiting Professor at the Copenhagen Business School and at Stockholm
University, and is an international consultant in marketing communications and brand
strategy. Recent clients have included organizations such as NASA (the National
Aeronautics and Space Administration in the US) and Interbrew.
CONTENTS
List of Figures
List of Tables
SECTION
The Socio-Cultural Meaning of Brands 1
1
Introduction
Understanding consumer behaviour
Consumer involvement
Low-involvement choice
Low-tnvolvement choice and emotion
Brands and low-involvement choice
2
Introduction
What is emotion?
Emotion and consumer choice
Social perspectives on emotion
Emotional response
Consumption and the symbolic meaning of goods
A conceptual model of emotion-driven choice
Emotion and preference formation
Justification of emotion-driven choice
The process of emotion-driven choice
Emotions and trust
Trust in human relationships
A model of trust and confidence in brands
Emotional brand associations
Implications for brand strategy
3
Introduction
The postmodern consumer and symbolic meaning
The postmodern consumer and identity
Identity and self-symbolic consumption
Lived vs. mediated experience
Symbolic meaning, advertising and brands
CONTENTS
Identity and social-symbolic consumption
Some implications for brand strategy
4
Introduction
Semiotics and brand meanings
Personal meanings
Social differentiation and social integration
SECTION
Brand Equity 77
5
Introduction 80
Name value
Defining brand equity 81
Model of Brand Equity Synthesis 94
6
Introduction
Conducting a brand equity audit 1°3
Measuring brand equity
Qualitative research
Ethnography
Quantitative research
Understanding the nature of brand equity
SECTION
Managing Brands
7
Introduction
Managing brand strategies in mmdspace
The role of advertising and promotion in brand strategy
Symbolic brand strategies
Personal meaning strategies
Social differentiation strategies
Social integration strategies
8
Introduction 154
Brand awareness and brand salience
CONTENTS
Brands and pre-conscious processes
Minimal
Behavioural
Managing consumer perceptions
Managing
Increasing purchase quantities
Increasing
Building brand loyalty
9
Introduction
Product and brand portfolios
Product portfolio management
Brand extensions
Brand stretching in a postmodern world
10
Introduction
The nature of services
Managing brand touchpomts
Corporate reputation: vision, culture and image
Vision-Culture-Image gap analysis
Stakeholder groups
Stakeholder orientations
Corporate culture and the corporate brand
Developing corporate brand strategy
Living the brand
The employer brand
Managing the corporate brand image/reputation
11
Introduction
The nature of brands and advertising
Positioning brands in communication
Positioning statement
Brand communication strategy
Insights from tracking studies of brand-advertising effects
Index
|
| adam_txt |
Strategie
unique combination of sociological and cultural perspectives.This approach provides
students with an understanding of the dynamics of the subject and enables them to
engage with the issues that lie within.The book integrates more traditional notions
of the brand, such as equity and positioning, within this innovative framework.
The framework also allows the separation of 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.
Building on a solid theoretical underpinning, this textbook provides a rigorous
grounding in the subject of brand management. Packed with numerous examples of
well-known brands including IKEA, Standard Life, Coca-Cola, and EasyJet; case studies
on companies and brands such as MasterCard, Andrex, Nescafe Gold Blend, and
Hennessy Cognac; and featuring a wealth of images, students are able to understand
the practical application of the theory, ensuring a holistic appreciation of the subject.
Richard Eiliott
Bath School Of Management, and a Fellow of St Anne's College, Oxford. He is a visiting
professor at ESSEC Paris, University Paris
Thammasat University Bangkok and Hong 'Kong Polytechnic University. Previously
he was appointed to the first Readership in
was a Deputy Director of the Said Business School. He worked for
management with a number of US multinationals and as an Account Director at an
international advertising agency.
Larry Percy is a Visiting Professor at the Copenhagen Business School and at Stockholm
University, and is an international consultant in marketing communications and brand
strategy. Recent clients have included organizations such as NASA (the National
Aeronautics and Space Administration in the US) and Interbrew.
CONTENTS
List of Figures
List of Tables
SECTION
The Socio-Cultural Meaning of Brands 1
1
Introduction
Understanding consumer behaviour
Consumer involvement
Low-involvement choice
Low-tnvolvement choice and emotion
Brands and low-involvement choice
2
Introduction
What is emotion?
Emotion and consumer choice
Social perspectives on emotion
Emotional response
Consumption and the symbolic meaning of goods
A conceptual model of emotion-driven choice
Emotion and preference formation
Justification of emotion-driven choice
The process of emotion-driven choice
Emotions and trust
Trust in human relationships
A model of trust and confidence in brands
Emotional brand associations
Implications for brand strategy
3
Introduction
The postmodern consumer and symbolic meaning
The postmodern consumer and identity
Identity and self-symbolic consumption
Lived vs. mediated experience
Symbolic meaning, advertising and brands
CONTENTS
Identity and social-symbolic consumption
Some implications for brand strategy
4
Introduction
Semiotics and brand meanings
Personal meanings
Social differentiation and social integration
SECTION
Brand Equity 77
5
Introduction 80
Name value
Defining brand equity 81
Model of Brand Equity Synthesis 94
6
Introduction
Conducting a brand equity audit 1°3
Measuring brand equity
Qualitative research
Ethnography
Quantitative research
Understanding the nature of brand equity
SECTION
Managing Brands
7
Introduction
Managing brand strategies in mmdspace
The role of advertising and promotion in brand strategy
Symbolic brand strategies
Personal meaning strategies
Social differentiation strategies
Social integration strategies
8
Introduction 154
Brand awareness and brand salience
CONTENTS
Brands and pre-conscious processes
Minimal
Behavioural
Managing consumer perceptions
Managing
Increasing purchase quantities
Increasing
Building brand loyalty
9
Introduction
Product and brand portfolios
Product portfolio management
Brand extensions
Brand stretching in a postmodern world
10
Introduction
The nature of services
Managing brand touchpomts
Corporate reputation: vision, culture and image
Vision-Culture-Image gap analysis
Stakeholder groups
Stakeholder orientations
Corporate culture and the corporate brand
Developing corporate brand strategy
Living the brand
The employer brand
Managing the corporate brand image/reputation
11
Introduction
The nature of brands and advertising
Positioning brands in communication
Positioning statement
Brand communication strategy
Insights from tracking studies of brand-advertising effects
Index |
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| index_date | 2024-07-02T15:08:33Z |
| indexdate | 2024-07-09T20:41:15Z |
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| isbn | 9780199260003 0199260001 |
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| spellingShingle | Elliott, Richard 1948- Percy, Larry Strategic brand management Management - Markenartikel Markenpolitik / Strategisches Management Strategie - Markenpolitik Product management Strategic planning Strategisches Management (DE-588)4124261-0 gnd Markenartikel (DE-588)4037584-5 gnd Strategie (DE-588)4057952-9 gnd Markenpolitik (DE-588)4144679-3 gnd Management (DE-588)4037278-9 gnd |
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| title | Strategic brand management |
| title_auth | Strategic brand management |
| title_exact_search | Strategic brand management |
| title_exact_search_txtP | Strategic brand management |
| title_full | Strategic brand management Richard Elliott ; Larry Percy |
| title_fullStr | Strategic brand management Richard Elliott ; Larry Percy |
| title_full_unstemmed | Strategic brand management Richard Elliott ; Larry Percy |
| title_short | Strategic brand management |
| title_sort | strategic brand management |
| topic | Management - Markenartikel Markenpolitik / Strategisches Management Strategie - Markenpolitik Product management Strategic planning Strategisches Management (DE-588)4124261-0 gnd Markenartikel (DE-588)4037584-5 gnd Strategie (DE-588)4057952-9 gnd Markenpolitik (DE-588)4144679-3 gnd Management (DE-588)4037278-9 gnd |
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