Strategic Brand Management and Development

Creating and Marketing Successful Brands
1. Auflage 2020
ISBN: 978-0-367-33875-6
Verlag: Routledge

Buch, Englisch, 368 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 658 g

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.

Autoren/Hrsg.

Lalaounis, Sotiris T.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management

Inhaltsverzeichnis

1. Introduction: History and the 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

Über Autor(innen)

Sotiris T. Lalaounis is an Associate Professor in Brand and Design Management and Deputy School Education Director at the University of Bristol Business School, UK. Sotiris earned his PhD from the Centre for Creative Industries at Glasgow Caledonian University. His research interests include organisational tensions and paradoxes in the creative economy. He has published in Creativity and Innovation Management, European Management Journal, and The Design Journal. Sotiris is the author of Design Management: Organisation and Marketing Perspectives, and Strategic Brand Management and Development: Creating and Marketing Successful Brands, both published by Routledge.