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999			_c7654 _d7654
020			_a9780367338749
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050	0	0	_aHF5415.1255 _b.L26
100	1		_aLalaounis, Sotiris T.,
245	1	0	_aStrategic brand management and development : _bcreating and marketing successful brands / _cSotiris T. Lalaounis.
260			_a Milton : _bTaylor & Francis Group, _c 2020.
300			_axxii, 344p.: _bill. _c25cm.
500			_aIncludes index.
505			_aChapter 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
650		0	_aBranding (Marketing)
650		0	_aBrand name products _xManagement.
650		0	_aProduct management.
942			_cBK