Strategic Brand Management and Development

Strategic Brand Management and Development

by Lalaounis, Sotiris

Type Book
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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 ma…

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Title Statements

  • Full title :Strategic Brand Management and Development / Lalaounis, Sotiris.

Summary

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.

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Edition Statements

  • Publication Date:2020.
  • Edition:1st edition

Publication Statements

  • Publisher(s):Routledge
  • Language:eng
  • Publication Date:2020.

The Physical Object

  • Description:1 online resource (344 pages)

Edition Identifiers

  • ISBN:9781000298185, 1000298183, 0429322550, 0367338750, 9780367338756, 9780367338749, 0367338742, 9780429322556
  • oclc:on1281680889
  • LC Classification:HF5415.1255
  • Dewey Decimal:658.8/27

Subjects

Brand name products -- Management branding Branding (Marketing) Product management Produits commerciaux -- Gestion Produits de marque -- Gestion Stratégie de marque

Writers

Lalaounis, Sotiris

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