Strategic Brand Management and Development

An Interdisciplinary Approach to Marketing Successful Brands
2. Auflage 2027
ISBN: 978-1-041-23412-8
Verlag: Taylor & Francis Ltd

Buch, Englisch, 566 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 740 g

The second edition of Strategic Brand Management and Development provides a comprehensive, multi-perspective approach to creating and marketing successful brands, now updated with new content on brand purpose, AI in branding, and expanded case studies including a brand of Indian origin.

Readers will gain practical knowledge for developing effective brand strategies through the book's unique combination of managerial, socio-cultural, and psychological perspectives. New features include chapter-opening concept summaries for quick reference, expanded coverage of brand equity models, and new sections on brand purpose and AI in branding. The addition of two in-depth global brand case studies allows readers to see the interconnections between different branding concepts in real-world applications, while updated content on brand activism and aesthetic strategies reflects current industry trends.

This textbook is designed for undergraduate and postgraduate students studying brand management, marketing strategy, and consumer behaviour who already possess fundamental marketing knowledge. It is particularly suitable for courses in Strategic Brand Management, Branding, and Brand Design in higher education institutions.

Supporting materials include PowerPoint slides with additional content and an updated document with links to sources and examples that can be used in classroom teaching.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Lalaounis, Sotiris T.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management 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 Cmmunications and the Attention Economy. 5 Holistic Brand Experiences and Emotional Branding. 6 Consumer Collectives, Brand Avoidance and Political Consumption. 7 Brand Ethics, Social Responsibility, Brand Purpose and Sustainable Consumption. 8 Brand Performance and Metrics. 9 Brand Growth: Brand Architecture and Brand Extensions. 10 Brand Futures: Artificial Intelligence and Techonology In Brand Management. 11 Extended Case Studies.

Über Autor(innen)

Sotiris T. Lalaounis is an Associate Professor in 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. Previously, he worked at the University of Exeter Business School. His current research explores the management of tensions and paradoxes in creative firms. 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 (Routledge, 2017; Japanese translation, 2020) and Strategic Brand Management and Development: Creating and Marketing Successful Brands (Routledge, 2020).