Strategic Brand Management and Development: Creating and Marketing Successful Brands
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Strategic Brand Management and Development: Creating and Marketing ...
Author: Lalaounis, Sotiris T.
Brand: Routledge
Edition: First Edition
Binding: Paperback
Number of Pages: 368
Release Date: 31-12-2020
EAN: 9781032225906
Package Dimensions: 9.7 x 6.9 x 0.8 inches
Languages: English
Details:
Strategic Brand Management and Development brings together theories and concepts from brand management, consumer culture theory, marketing, communications, and design. This book offers a deep understanding of how organizations can successfully develop, market, and manage their brands. Drawing on research from the social sciences and humanities, it delves into brand identity design, marketing programs, brand performance measurement, and sustaining brand equity. The book blends psychological, sociological, cultural, and management perspectives to offer a comprehensive approach to brand development. Case studies on brands like Burberry, Juventus F.C., Pukka Herbs, and YO! contextualize the theory, making it an essential resource for students and professionals in marketing, brand management, and consumer research.
