Strategic brand management and development : creating and marketing successful brands

Strategic brand management and development creating and marketing successful brands

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...

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Detalles Bibliográficos
Otros Autores: Lalaounis, Sotiris T., 1980- author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Abingdon, Oxon, England ; New York, New York : Routledge [2021]
Edición:1st edition
Materias:
Branding (Marketing)
Brand name products > Management.
Product management.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009633582406719
Tabla de Contenidos:
  • 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.

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