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EBOOKCENTRAL_on1226586372 |
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OCoLC |
| 005 |
20240329122006.0 |
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m o d |
| 007 |
cr ||||||||||| |
| 008 |
201212s2020 xx o ||| 0 eng d |
| 040 |
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|a EBLCP
|b eng
|c EBLCP
|d EBLCP
|d OCLCQ
|d REDDC
|d OCLCO
|d OCLCL
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| 020 |
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|a 9781000298185
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| 020 |
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|a 1000298183
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| 035 |
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|a (OCoLC)1226586372
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| 050 |
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4 |
|a HF5415.1255
|b .L353 2021
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| 082 |
0 |
4 |
|a 658.8/27
|q OCoLC
|2 23/eng/20231120
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| 049 |
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|a UAMI
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| 100 |
1 |
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|a Lalaounis, Sotiris T.
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| 245 |
1 |
0 |
|a Strategic Brand Management and Development
|h [electronic resource] :
|b Creating and Marketing Successful Brands.
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| 260 |
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|a Milton :
|b Taylor & Francis Group,
|c 2020.
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| 300 |
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|a 1 online resource (369 p.)
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| 500 |
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|a Description based upon print version of record.
|
| 505 |
0 |
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|a Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Detailed contents -- Figures -- Table -- Images -- Foreword -- Acknowledgements -- Chapter 1 Introduction: History and the importance of brands -- Chapter aims and learning outcomes -- Defining brands -- History of brands and branding -- Proto-brands: From Brahma bulls and Zu crests to Sophilos -- Modern brands: From Bass beer and Quaker Oats to iPad and Instagram -- Importance of brands to consumers, organisations, and society -- Importance of brands to consumers -- Importance of brands to organisations
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| 505 |
8 |
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|a Importance of brands to society -- Book structure -- Chapter review questions -- Recommended reading -- References -- Chapter 2 Developing brand equity, positioning, personality, and values -- Chapter aims and learning outcomes -- Developing brand equity -- Defining brand equity -- Customer-based brand equity model -- Brand salience (brand identity) -- Brand recall -- Brand recognition -- Branding objective: Depth and breadth of brand awareness -- Brand performance and brand imagery associations (brand meaning) -- Brand performance associations -- Brand imagery associations
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| 505 |
8 |
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|a Branding objective: Points-of-parity and points-of-difference associations -- Consumer judgements and consumer feelings (brand responses) -- Consumer judgments -- Consumer feelings -- Branding objective: Rational and emotional reactions -- Brand resonance (brand relationships) -- Branding objective: Intense and active loyalty relationships -- Brand positioning -- Developing the brand positioning concept -- Developing the brand mantra -- Brand personality and brand values -- Chapter review questions -- Case Study -- Union: (Re)positioning a Slovenian icon -- David Zappe -- Questions for discussion
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| 505 |
8 |
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|a The visual identity -- Modern craft -- True luxury never shouts -- A lightness of touch -- Questions for discussion -- References -- Chapter 4 Brand communications and the attention economy -- Chapter aims and learning outcomes -- Brand communications options and their contributions -- The role of brand communications -- Traditional brand communications options -- Advertising -- Sales promotions -- Direct marketing and personal selling -- Public relations and publicity -- Online brand communications options -- Mobile marketing -- Social media and influencer marketing
|
| 590 |
|
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|a ProQuest Ebook Central
|b Ebook Central Academic Complete
|
| 650 |
|
0 |
|a Branding (Marketing)
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| 650 |
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0 |
|a Brand name products
|x Management.
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| 650 |
|
0 |
|a Product management.
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| 650 |
|
6 |
|a Stratégie de marque.
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| 650 |
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6 |
|a Produits de marque
|x Gestion.
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| 650 |
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6 |
|a Produits commerciaux
|x Gestion.
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| 650 |
|
7 |
|a branding.
|2 aat
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| 758 |
|
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|i has work:
|a Strategic brand management and development (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCGFJr4Cjbt9M3ByyBKtDjd
|4 https://id.oclc.org/worldcat/ontology/hasWork
|
| 776 |
0 |
8 |
|i Print version:
|a Lalaounis, Sotiris T.
|t Strategic Brand Management and Development : Creating and Marketing Successful Brands
|d Milton : Taylor & Francis Group,c2020
|z 9780367338749
|
| 856 |
4 |
0 |
|u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=6419797
|z Texto completo
|
| 938 |
|
|
|a ProQuest Ebook Central
|b EBLB
|n EBL6419797
|
| 994 |
|
|
|a 92
|b IZTAP
|
