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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)
