Strategic Brand Management and Development Creating and Marketing Successful Brands.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Lalaounis, Sotiris T.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Milton : Taylor & Francis Group, 2020.
Temas:
Branding (Marketing)
Brand name products > Management.
Product management.
Stratégie de marque.
Produits de marque > Gestion.
Produits commerciaux > Gestion.
branding.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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
  • 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
  • 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
  • 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

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