简介
Summary:
Publisher Summary 1
`Some wonderful crisp incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding.' Jim Freund, University of Lancaster
`I find it an interesting read. I appreciate the in-depth psychological discussions and students will be happy with a short branding book.' Csilla Horvath, Radboud University Nijmegen
Strategic Brand Management is the perfect introduction to brand management, explaining, analysing, and evaluating brand concepts within 12 concise chapters. The authors present theories, such as brand extension and portfolio management, in an accessible style, using real-life examples, including Ikea, British Airways, and Mastercard, to help you to link theory and practice.
The second edition of Strategic Brand Management offers a unique socio-cultural approach to brand management, enabling you to understand the different aspects of the subject. This edition has also been fully updated and revised with the inclusion of corporate reputation, corporate social responsibility, and brand communities, to ensure that your learning is fully up to date with recent changes in this fast-paced subject area.
Publisher Summary 2
Strategic Brand Management,Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications.
Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.
New to this Edition:
* A brand-new chapter on Brands, Innovation, and High Technology
* Extensive revisions throughout that integrate coverage of corporate reputation, corporate social responsibility, environmental and social issues, brand communities, tribes and subcultures, brand extension theory and portfolio management, e-marketing, and digital media
* Numerous new illustrative examples to help students understand the link between theory and practice
* Greater integration between the book and the Companion Website, with new web exercises and links to examples and brands used in the text
* A completely updated and expanded Companion Website offers resources for students (web links, web exercises, and a glossary of terms) and instructors (updated and extended Powerpoint-based slides and links and references for relevant multimedia, print, film, and TV clips)
目录
Table Of Contents:
List of Figures x
List of Tables xii
How to use this Book xiv
SECTION 1 The Sociocultural Meaning of Brands 1(84)
1 Understanding the Social Psychology of Brands 3(18)
Introduction 4(1)
Understanding consumer behaviour 5(5)
Consumer involvement 10(1)
Low-involvement choice 11(1)
Low-involvement choice and emotion 12(1)
Brands and low-involvement choice 13(8)
2 Emotion and Brands 21(26)
Introduction 22(1)
What is emotion? 22(1)
Emotion and consumer choice 23(1)
Social perspectives on emotion 24(1)
Emotional response 25(2)
Consumption and the symbolic meaning of goods 27(1)
A conceptual model of emotion-driven choice 27(1)
Emotion and preference formation 28(3)
Justification of emotion-driven choice 31(1)
The process of emotion-driven choice 32(1)
Emotions and trust 32(2)
Trust in human relationships 34(1)
A model of trust and confidence in brands 34(1)
Emotional brand associations 35(3)
Implications for brand strategy 38(9)
3 The Symbolic Meaning of Brands 47(19)
Introduction 48(1)
The postmodern consumer and symbolic meaning 48(1)
The postmodern consumer and identity 49(2)
Identity and self-symbolic consumption 51(1)
Lived versus mediated experience 52(1)
Symbolic meaning, advertising, and brands 52(2)
Identity and social-symbolic consumption 54(3)
Some implications for brand strategy 57(9)
4 Cultural Meaning Systems and Brands 66(19)
Introduction 67(1)
Semiotics and brand meanings 67(2)
Personal meanings 69(3)
Social differentiation and social integration 72(3)
Neo-tribes 75(10)
SECTION 2 Brand Equity and Brand Building 85(88)
5 Brand Equity 87(21)
Introduction 88(1)
Name value 88(1)
Defining brand equity 89(12)
The central role of brand equity in the management of brands 101(7)
6 Building Brands through Marketing Communication 108(33)
Introduction 109(1)
The nature of brands and marketing communication 110(2)
Marketing communications strategy 112(8)
Brand communication strategy 120(9)
Building brands with non-traditional media 129(12)
7 Measuring Brand Performance and Equity 141(32)
Introduction 142(1)
Tracking brand performance 142(4)
Measuring brand equity 146(2)
Primary research for measuring brand equity 148(25)
SECTION 3 Managing Brands 173(112)
8 Brand Strategies 1---Symbolic Brands 175(20)
Introduction 176(1)
Managing brand strategies in mindspace 176(2)
Symbolic brand strategies 178(1)
Personal meaning strategies 179(5)
Social differentiation strategies 184(4)
Social integration strategies 188(7)
9 Brand Strategies 2---Low-involvement Brands 195(22)
Introduction 196(1)
Brand awareness and brand salience 196(1)
Brands and pre-conscious processes 197(1)
Minimal cognitive processes 198(4)
Behavioural processes 202(2)
Managing consumer perceptions 204(4)
Managing choice situations 208(1)
Increasing usage quantities 209(1)
Building brand loyalty 210(7)
10 Brands, Innovation, and High Technology 217(23)
Introduction 218(2)
Individual factors in the adoption of innovations 220(5)
The evolution of the active consumer 225(2)
Sociocultural factors in the adoption of innovations 227(2)
Managing high-technology brand strategy 229(11)
11 Brand Stretching and Retrenching 240(27)
Introduction 241(1)
Product and brand portfolios 241(4)
Product portfolio management 245(7)
Brand extensions 252(7)
Brand stretching in a postmodern world 259(8)
12 Managing Corporate Reputation 267(18)
Introduction 268(1)
The nature of services 268(2)
Managing brand touchpoints 270(1)
Corporate reputation: vision, culture, and image 271(1)
Vision-Culture-Image gap analysis 272(2)
Corporate culture and the corporate brand 274(1)
Developing corporate brand strategy 274(3)
Living the brand 277(1)
The employer brand 278(1)
Managing the corporate brand image/reputation 279(6)
Index 285
List of Figures x
List of Tables xii
How to use this Book xiv
SECTION 1 The Sociocultural Meaning of Brands 1(84)
1 Understanding the Social Psychology of Brands 3(18)
Introduction 4(1)
Understanding consumer behaviour 5(5)
Consumer involvement 10(1)
Low-involvement choice 11(1)
Low-involvement choice and emotion 12(1)
Brands and low-involvement choice 13(8)
2 Emotion and Brands 21(26)
Introduction 22(1)
What is emotion? 22(1)
Emotion and consumer choice 23(1)
Social perspectives on emotion 24(1)
Emotional response 25(2)
Consumption and the symbolic meaning of goods 27(1)
A conceptual model of emotion-driven choice 27(1)
Emotion and preference formation 28(3)
Justification of emotion-driven choice 31(1)
The process of emotion-driven choice 32(1)
Emotions and trust 32(2)
Trust in human relationships 34(1)
A model of trust and confidence in brands 34(1)
Emotional brand associations 35(3)
Implications for brand strategy 38(9)
3 The Symbolic Meaning of Brands 47(19)
Introduction 48(1)
The postmodern consumer and symbolic meaning 48(1)
The postmodern consumer and identity 49(2)
Identity and self-symbolic consumption 51(1)
Lived versus mediated experience 52(1)
Symbolic meaning, advertising, and brands 52(2)
Identity and social-symbolic consumption 54(3)
Some implications for brand strategy 57(9)
4 Cultural Meaning Systems and Brands 66(19)
Introduction 67(1)
Semiotics and brand meanings 67(2)
Personal meanings 69(3)
Social differentiation and social integration 72(3)
Neo-tribes 75(10)
SECTION 2 Brand Equity and Brand Building 85(88)
5 Brand Equity 87(21)
Introduction 88(1)
Name value 88(1)
Defining brand equity 89(12)
The central role of brand equity in the management of brands 101(7)
6 Building Brands through Marketing Communication 108(33)
Introduction 109(1)
The nature of brands and marketing communication 110(2)
Marketing communications strategy 112(8)
Brand communication strategy 120(9)
Building brands with non-traditional media 129(12)
7 Measuring Brand Performance and Equity 141(32)
Introduction 142(1)
Tracking brand performance 142(4)
Measuring brand equity 146(2)
Primary research for measuring brand equity 148(25)
SECTION 3 Managing Brands 173(112)
8 Brand Strategies 1---Symbolic Brands 175(20)
Introduction 176(1)
Managing brand strategies in mindspace 176(2)
Symbolic brand strategies 178(1)
Personal meaning strategies 179(5)
Social differentiation strategies 184(4)
Social integration strategies 188(7)
9 Brand Strategies 2---Low-involvement Brands 195(22)
Introduction 196(1)
Brand awareness and brand salience 196(1)
Brands and pre-conscious processes 197(1)
Minimal cognitive processes 198(4)
Behavioural processes 202(2)
Managing consumer perceptions 204(4)
Managing choice situations 208(1)
Increasing usage quantities 209(1)
Building brand loyalty 210(7)
10 Brands, Innovation, and High Technology 217(23)
Introduction 218(2)
Individual factors in the adoption of innovations 220(5)
The evolution of the active consumer 225(2)
Sociocultural factors in the adoption of innovations 227(2)
Managing high-technology brand strategy 229(11)
11 Brand Stretching and Retrenching 240(27)
Introduction 241(1)
Product and brand portfolios 241(4)
Product portfolio management 245(7)
Brand extensions 252(7)
Brand stretching in a postmodern world 259(8)
12 Managing Corporate Reputation 267(18)
Introduction 268(1)
The nature of services 268(2)
Managing brand touchpoints 270(1)
Corporate reputation: vision, culture, and image 271(1)
Vision-Culture-Image gap analysis 272(2)
Corporate culture and the corporate brand 274(1)
Developing corporate brand strategy 274(3)
Living the brand 277(1)
The employer brand 278(1)
Managing the corporate brand image/reputation 279(6)
Index 285
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