Strategic brand management and development : (Record no. 7654)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02848cam a22001938i 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780367338749 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780367338756 |
| 050 00 - CALL NUMBER | |
| Classification number | HF5415.1255 |
| Item number | .L26 |
| 100 1# - AUTHOR | |
| Personal name | Lalaounis, Sotiris T., |
| 245 10 - TITLE | |
| Title | Strategic brand management and development : |
| Remainder of title | creating and marketing successful brands / |
| Statement of responsibility, etc | Sotiris T. Lalaounis. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Milton : |
| Name of publisher | Taylor & Francis Group, |
| Year of publication | 2020. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xxii, 344p.: |
| Other physical details | ill. |
| Dimensions | 25cm. |
| 500 ## - NOTES | |
| General note | Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Chapter 1 Introduction: History and the importance of brands --<br/>Chapter aims and learning outcomes --<br/>Defining brands --<br/>History of brands and branding --<br/>Proto-brands: From Brahma bulls and Zu crests to Sophilos --<br/>Modern brands: From Bass beer and Quaker Oats to iPad and Instagram --<br/>Importance of brands to consumers, organisations, and society --<br/>Importance of brands to consumers --<br/>Importance of brands to organisations Importance of brands to society --<br/>Book structure --<br/>Chapter review questions --<br/>Recommended reading --<br/>References --<br/>Chapter 2 Developing brand equity, positioning, personality, and values --<br/>Chapter aims and learning outcomes --<br/>Developing brand equity --<br/>Defining brand equity --<br/>Customer-based brand equity model --<br/>Brand salience (brand identity) --<br/>Brand recall --<br/>Brand recognition --<br/>Branding objective: Depth and breadth of brand awareness --<br/>Brand performance and brand imagery associations (brand meaning) --<br/>Brand performance associations --<br/>Brand imagery associations Branding objective: Points-of-parity and points-of-difference associations --<br/>Consumer judgements and consumer feelings (brand responses) --<br/>Consumer judgments --<br/>Consumer feelings --<br/>Branding objective: Rational and emotional reactions --<br/>Brand resonance (brand relationships) --<br/>Branding objective: Intense and active loyalty relationships --<br/>Brand positioning --<br/>Developing the brand positioning concept --<br/>Developing the brand mantra --<br/>Brand personality and brand values --<br/>Chapter review questions --<br/>Case Study --<br/>Union: (Re)positioning a Slovenian icon --<br/>David Zappe --<br/>Questions for discussion The visual identity --<br/>Modern craft --<br/>True luxury never shouts --<br/>A lightness of touch --<br/>Questions for discussion --<br/>References --<br/>Chapter 4 Brand communications and the attention economy --<br/>Chapter aims and learning outcomes --<br/>Brand communications options and their contributions --<br/>The role of brand communications --<br/>Traditional brand communications options --<br/>Advertising --<br/>Sales promotions --<br/>Direct marketing and personal selling --<br/>Public relations and publicity --<br/>Online brand communications options --<br/>Mobile marketing --<br/>Social media and influencer marketing |
| 650 #0 - SUBJECTS | |
| Topical Term | Branding (Marketing) |
| 650 #0 - SUBJECTS | |
| Topical Term | Brand name products |
| General subdivision | Management. |
| 650 #0 - SUBJECTS | |
| Topical Term | Product management. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 12/05/2021 | GLOBAL COLLECTIONS BOOKS | 0.00 | HF5415.1255 .L26 | 8447 | Books | ||
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 12/05/2021 | GLOBAL COLLECTIONS BOOKS | 0.00 | HF5415.1255 .L26 | 8448 | Books |