Strategic brand management and development :
Lalaounis, Sotiris T.,
Strategic brand management and development : creating and marketing successful brands / Sotiris T. Lalaounis. - Milton : Taylor & Francis Group, 2020. - xxii, 344p.: ill. 25cm.
Includes index.
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
9780367338749 9780367338756
Branding (Marketing)
Brand name products--Management.
Product management.
HF5415.1255 / .L26
Strategic brand management and development : creating and marketing successful brands / Sotiris T. Lalaounis. - Milton : Taylor & Francis Group, 2020. - xxii, 344p.: ill. 25cm.
Includes index.
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
9780367338749 9780367338756
Branding (Marketing)
Brand name products--Management.
Product management.
HF5415.1255 / .L26