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Strategic Brand Management

Author

Listed:
  • Rosenbaum-Elliott, Richard

    (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management)

  • Percy, Larry

    (International Consultant in Marketing and Communication)

  • Pervan, Simon

    (Associate Professor in Marketing, Swinburne University of Technology)

Abstract

Strategic Brand Management, 3e 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. This textbook is accompanied by an integrated Online Resource Centre: For students: - Apply your research skills and widen your understanding of real-world brand management with our range of web exercises. - Connect to relevant and reliable sources of online information using our chapter-by-chapter web links. For registered lecturers: - Adapt the accompanying PowerPoint slides as a basis for lecture presentations, or for use as hand-outs in class. - Access links to a range of relevant articles, YouTube videos, and websites to support your teaching.

Suggested Citation

  • Rosenbaum-Elliott, Richard & Percy, Larry & Pervan, Simon, 2015. "Strategic Brand Management," OUP Catalogue, Oxford University Press, edition 3, number 9780198704201.
    • Handle: RePEc:oxp:obooks:9780198704201
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    Citations

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    Cited by:

    1. Munjal, Surender & Bhasin, Niti & Nandrajog, Divya & Kundu, Sumit, 2022. "Examining the evolution of emerging market multinational enterprises’ competitive advantages: Evidence from India," Journal of Business Research, Elsevier, vol. 145(C), pages 732-744.
    2. K.S. Madhushankha & R. Senathirajag, 2022. "Determinants for Consumer Choice of “Electronic Banking Utilization†; Evidence from Customers of Public Banks in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(1), pages 624-634, January.
    3. Hanna Górska-Warsewicz, 2020. "Factors Determining City Brand Equity—A Systematic Literature Review," Sustainability, MDPI, vol. 12(19), pages 1-35, September.
    4. Lee, C.K.M. & Ng, K.K.H. & Chan, Hing Kai & Choy, K.L. & Tai, W.C. & Choi, L.S., 2018. "A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong," Journal of Air Transport Management, Elsevier, vol. 73(C), pages 46-57.
    5. Uner, M.Mithat & Guven, Faruk & Cavusgil, S.Tamer, 2020. "Churn and loyalty behavior of Turkish digital natives: Empirical insights and managerial implications," Telecommunications Policy, Elsevier, vol. 44(4).
    6. Víctor Temprano-García & Ana Isabel Rodríguez-Escudero & Javier Rodríguez-Pinto, 2020. "Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 211-226, March.
    7. Alireza Abdolhosseini Khaligh & Mohammad Haghighi & Mohsen Nazari & Hamid Khodadad Hosseini, 2020. "Designing a Competitive Advantage Model Through Dynamic Capabilities and Differentiation Approach for Iranian Knowledge-based Companies," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 10(2), pages 1-52, December.
    8. Lasha Tchelidze, 2023. "Influence of Brand Activities through Social Media on Consumer Awareness," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 8(1), pages 7-14, April.
    9. Saeed M.Z.A. Tarabieh, 2017. "The Synergistic Impact of Social Media and Traditional Media on Purchase Decisions: The Mediating Role of Brand Loyalty," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 51-62.
    10. Della Lena, Sebastiano & Timming, Andrew R., 2023. "Why do consumers prefer one brand over another? The economics and sociology of brand competitiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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