Strategic brand management / Richard Rosenbaum-Elliott, Larry Percy, & Simon Pervan.

Includes bibliographical references and index.

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behavior. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. 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 how they compete for consumer loyalty. Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial applications. Diverse and dynamic examples (from the pull of the latest Samsung phone to British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia) are accompanied by advertisements and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of branding application and challenge students to question company practices and apply the theories from the chapter. The definitions and ideas used in the study of branding are distilled into Key Concepts, listed at the start of chapters and revisited within chapters, which summarize the essential points. --Amazon.com.