Book description
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 which contextualise theory.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Detailed Contents
- List of Figures
- List of Tables
- List of Images
- Foreword
- Acknowledgements
- Chapter 1 Introduction: History and the importance of brands
-
Chapter 2 Developing brand equity, positioning, personality, and values
- Chapter aims and learning outcomes
- Developing brand equity
- Brand positioning
- Brand personality and brand values
- Chapter review questions
- Case Study
- Questions for discussion
- References
- Chapter 3 Creating brand identity: Brand aesthetics and symbolism
-
Chapter 4 Brand communications and the attention economy
- Chapter aims and learning outcomes
- Brand communications options and their contributions
- Traditional and digital media platforms
- Planning and implementing brand IMC programmes
- Social media and the (over)democratisation of marketing
- Social media, HYPER-NARCISSISM, and the attention economy
- Chapter review questions
- Case study
- Questions for discussion
- References
-
Chapter 5 Holistic brand experiences and emotional branding
- Chapter aims and learning outcomes
- Holistic brand experiences
- Emotional branding: Nostalgia and retro branding
- Chapter review questions
- Case study
- Questions for discussion
- References
-
Chapter 6 Consumer collectives, brand avoidance, and political consumption
- Chapter aims and learning outcomes
- Collectivist and constructivist aspects of consumption
- Subcultures of consumption
- Brand communities
- Consumer tribes
- Brand publics
- Brand avoidance and anti-consumption
- Political consumption
- Chapter review questions
- Case study
- Questions for discussion
- References
-
Chapter 7 Brand ethics, social responsibility, and sustainable consumption
- Chapter aims and learning outcomes
- (Post)postmodernism and social responsibility
- Moral philosophy and ethical branding
- Corporate social responsibility and branding
- Incorporating ethics and CSR in brand development and marketing
- Social marketing programmes and branding
- Green marketing and sustainable consumption
- Cause-related marketing and consumer philanthropy
- Chapter review questions
- Case study
- Questions for discussion
- Notes
- References
-
Chapter 8 Brand performance and metrics
- Chapter aims and learning outcomes
- Assessing brand value
- Brand audit
- Understanding the brand ecology: Consumer ethnography
- Chapter review questions
- Case study
- Questions for discussion
- Further reading
- References
-
Chapter 9 Brand growth: Brand architecture and brand extensions
- Chapter aims and learning outcomes
- Brand architecture and brand hierarchy
- Brand extensions
- Chapter review questions
- Case study
- Questions for discussion
- References
- References
- Chapter 10 Brand futures: Technology and innovation in branding strategies
- Index
Product information
- Title: Strategic Brand Management and Development
- Author(s):
- Release date: December 2020
- Publisher(s): Routledge
- ISBN: 9781000298185
You might also like
book
60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals
Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at …
book
The New Rules of Marketing and PR, 7th Edition
The seventh edition of the pioneering guide to generating attention for your idea or business, packed …
book
Business Research Methods
"Business Research Methods, 2e, provides students with the knowledge, understanding and necessary skills to conduct business …
book
ZAG: The Number-One Strategy of High-Performance Brands
"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows …