Strategic Brand Management
- Publisher's listprice GBP 32.99
-
14 894 Ft (14 185 Ft + 5% VAT)
The price is estimated because at the time of ordering we do not know what conversion rates will apply to HUF / product currency when the book arrives. In case HUF is weaker, the price increases slightly, in case HUF is stronger, the price goes lower slightly.
- Discount 10% (cc. 1 489 Ft off)
- Discounted price 13 405 Ft (12 767 Ft + 5% VAT)
Subcribe now and take benefit of a favourable price.
Subscribe
14 894 Ft
Availability
Out of print
Why don't you give exact delivery time?
Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Publisher Oxford University Press
- Date of Publication 14 December 2006
- ISBN 9780199260003
- Binding Paperback
- No. of pages288 pages
- Size 245x190x13 mm
- Weight 625 g
- Language English
- Illustrations 4 graphs, numerous halftones, line drawings and tables 0
Categories
Short description:
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.
MoreLong description:
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.
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. 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.
Table of Contents:
Part 1: The Socio-Cultural Meaning of Brands
Understanding the Social Psychology of Brands
Emotion and Brands
The Symbolic Meaning of Brands
Cultural Meaning Systems and Brands
Part 2: Brand Equity
Brand Equity: Concepts and Approaches
Auditing and Measuring Brand Equity
Part 3: Managing Brands
Brand Strategies 1: Symbolic Brands
Brand Strategies 2: Low-Involvement Brands
Brand Stretching and Retrenching
Branding Services and Managing the Corporate Brand
Brands and Advertising
