Strategic brand management and development : creating and marketing successful brands / Sotiris T. Lalaounis.

Format:

Book

Author/Creator:

Lalaounis, Sotiris T., 1980- author.

Language:

English

Subjects (All):

Branding (Marketing).

Product management.

Brand name products--Management.

Brand name products.

Physical Description:

1 online resource (440 pages) : illustrations, charts, photographs.

Edition:

1st edition.

Place of Publication:

Abingdon, Oxon, England ; New York, New York : Routledge, [2021]

Summary:

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. 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 that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights. With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Contents:

1: Introduction: History and 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

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Includes index.

ISBN:

9780367338749

9780367338756

9781000298147

1000298140

9780429322556

0429322550

9781000298185

1000298183

OCLC:

1193559099

Publisher Number:

320150

9781000298185