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Strategic brand management / Richard Rosenbaum-Elliot, Larry Percy & Simon Pervan.

By: Contributor(s): Material type: TextTextSeries: managementPublication details: Oxford ; New York : Oxford University Press, c2011.Description: xv, 303 p. : ill. ; 25 cmISBN:
  • 9780199565214 (pbk.)
  • 019956521X
Subject(s): LOC classification:
  • HF5415.15 .E43 2011
Contents:
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.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books Zetech Library - Mang'u General Stacks Non-fiction HF5415.15 .E43 2011 (Browse shelf(Opens below)) C3 Available Z003208
Books Books Zetech Library - Mang'u General Stacks Non-fiction HF5415.15 .E43 2011 (Browse shelf(Opens below)) C4 Available Z003210
Books Books Zetech Library - TRC Reference Non-fiction HF5415.15 .E43 2011 (Browse shelf(Opens below)) C1 Not For Loan Z003206
Books Books Zetech Library - TRC General Stacks Non-fiction HF5415.15 .E43 2011 (Browse shelf(Opens below)) C2 Available Z003207


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.

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