Strategic brand management /
Elliott, Richard H.
Strategic brand management / Richard Rosenbaum-Elliot, Larry Percy & Simon Pervan. - Oxford ; New York : Oxford University Press, c2011. - xv, 303 p. : ill. ; 25 cm. - management .
Includes bibliographical references (p. 283-284) and index.
Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity -- Building brands through marketing communication -- Measuring brand performance and equity -- Brand strategies 1- Symbolic brands -- Brand strategies 2-Low involvement brands -- Brands, innovation, and high technology -- Brand stretching and retrenching -- Managing corporate reputation.
9780199565214 (pbk.) 019956521X
2010942419
Elliot, Richard Rosenbaum.
pervan, simon.
percy, larry.
Product management.
Strategic planning.
HF5415.15 / .E43 2011
Strategic brand management / Richard Rosenbaum-Elliot, Larry Percy & Simon Pervan. - Oxford ; New York : Oxford University Press, c2011. - xv, 303 p. : ill. ; 25 cm. - management .
Includes bibliographical references (p. 283-284) and index.
Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Brand equity -- Building brands through marketing communication -- Measuring brand performance and equity -- Brand strategies 1- Symbolic brands -- Brand strategies 2-Low involvement brands -- Brands, innovation, and high technology -- Brand stretching and retrenching -- Managing corporate reputation.
9780199565214 (pbk.) 019956521X
2010942419
Elliot, Richard Rosenbaum.
pervan, simon.
percy, larry.
Product management.
Strategic planning.
HF5415.15 / .E43 2011