Strategic brand management and development : creating and marketing successful brands / Sotiris T. Lalaounis.
Material type:
TextPublication details: Milton : Taylor & Francis Group, 2020.Description: xxii, 344p.: ill. 25cmISBN: - 9780367338749
- 9780367338756
- HF5415.1255 .L26
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Methodist University Library Main General Stacks | Reference | HF5415.1255 .L26 (Browse shelf(Opens below)) | Available | 8447 | |||||||||||||
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Books
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Methodist University Library Main General Stacks | Reference | HF5415.1255 .L26 (Browse shelf(Opens below)) | Available | 8448 |
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
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