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Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

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Print Price: $84.99

Format:
Paperback
352 pp.
189 mm x 246 mm

ISBN-13:
9780198797807

Copyright Year:
2019

Imprint: OUP UK


Strategic Brand Management

Fourth Edition

Richard Rosenbaum-Elliott, Larry Percy and Simon Pervan

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty.

Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter.

The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied.
As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.

This textbook is accompanied by the following online resources:

For students:
Web exercises
Web links
Video links

For lecturers:
PowerPoint slides
Resource box

Readership : Marketing and business management students taking a module in strategic brand management at undergraduate and postgraduate level.

Part 1: The Sociocultural Meaning of Bands
1. Understanding the social psychology of brands
2. Emotion and brands
3. The symbolic meaning of brands
4. Cultural meaning systems and brands
Part 2: Brand Equity and Brand Building
5. Brand equity
6. Brand communication
7. Measuring brand performance and equity
Part 3: Managing Brands
8. Brand strategies 1 - symbolic brands
9. Brand strategies 2 - low-involvement brands
10. Brand Innovation and Digital Media
11. Brand portfolio management
12. People as brand touchpoints

Ancillary Resource Centre (ARC)

Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the University of Bath, School of Management, UK.

Larry Percy is International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School.

Simon Pervan is Professor of Marketing at La Trobe University Business School.


Special Features

  • The only textbook to fully analyse the social, cultural, and emotional impact of brand strategy on consumer perceptions.
  • An expert author team provides an international approach that is sociocultural, as well as practical and managerial.
  • Diverse and dynamic global examples such as Samsung, Lipton tea, Diesel, and Nintendo explicitly link the theory to practice and demonstrate the strategies companies employ in their branding campaigns.
  • Extensive use of images and adverts from the brands discussed showcase the innovative ideas of branding managers.
  • "Key Concept" boxes, discussion questions, and explanatory diagrams ensure students can fully understand and engage with branding terminology and theory.
New to this Edition
  • A new chapter on brand management through social media reflects the increasing importance of this medium on branding, and includes coverage of value creation, brand love, and brand intimacy.
  • Coca-Cola's Ramadan campaign, Amazon's targeting of female customers in India, and Levi's appeal to Chinese millennials are just some of the new case studies that strengthen the book's global focus.
  • Updated and extended coverage of digital advancements, such as online video gaming, user tracking, privacy, and mobile marketing feature across the book.
  • Co-creation, brand passion, measuring brand value, and nostalgia branding are given an increased focus.
  • New images and adverts from companies such as Samsung, Jigsaw, The Flight Centre, and comparethemarket.com illustrate the new examples discussed.