Sotiris T. Lalaounis

Strategic Brand Management and Development (eBook, ePUB)

Creating and Marketing Successful Brands

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 368
• Erscheinungstermin: 30. Dezember 2020
• Englisch
• ISBN-13: 9781000298185
• Artikelnr.: 60704691

Autorenporträt

Sotiris T. Lalaounis is an Associate Professor in Brand and 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. His research interests include organisational tensions and paradoxes in the creative economy. 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, and Strategic Brand Management and Development: Creating and Marketing Successful Brands, both published by Routledge.

Inhaltsangabe

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 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