Strategic Brand Management

Strategic Brand Management third edition, uniquely analyses the social and
cultural aspects of brand strategy and its influence on consumer
perceptions around the world.Written by experts in the field, it
is designed to ensure students are confident in analysing traditional
ideas of brand equity and positioning and are able to understand the
emotional and cultural connections brands create and employ. The book's
innovative framework separates a brand's concept into its functional
and emotional parts to give students a complete understanding of how
brands operate and compete for consumer loyalty.In addition,
brand management theory is applied to a wealth of engaging real-life
case studies and full colour images clearly illustrate brand strategies
in action. Diverse and dynamic examples include Red Bull, Fiat, and
Virgin, as well as innovative Australian stationery brands, Scandinavian
coffee companies, and international retail giants.As a result, Strategic Brand Management
is the complete and essential textbook for students aiming to develop
their academic and professional skills and learn more about this
challenging and
profitable industry. New to this editionUpdated
and extended coverage of online and technological changes to brand
management strategies, including social media and internet communities.Wider international coverage with new examples from Asia, Australia, and Europe.A new full colour presentation gives
diagrams and photographs more impact, better enhancing the reader's
understanding of brand management theory and practice.A range of new and updated case studies and
examples illustrate significant developments in brand management
practice since 2011.New key concept boxes allow the reader to recap and review the core theories and ideas set out at the beginning of each chapter.