Strategic Brand Management and Development Creating and Marketing Successful Brands
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.
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
"Insightful and distinctive, it provides a comprehensive overview of brands that balances knowledge and practice that will be useful to anyone interested in brands and their management. A particular strength is the way the book offers a rich context for understanding brands, drawing from culture, design, and history, as well as clear guidance for developing and communicating brands."
Jonathan Schroeder, William A. Kern Professor of Communications, Rochester Institute of Technology, New York, USA
"Branding continues to be an extremely important topic in business. This book covers all the angles of branding in superb ways, from value creation and communications to brand strategy and brand futures. An essential book for anybody who must know about brands now and going forward."
Bernd Schmitt, Robert D. Calkins Professor of International Business at Columbia Business School, USA