Strategic Brand Management 4th edition by Richard Rosenbaum Elliott, Larry Percy, Simon Pervan ISBN 019879780X 978-0198797807

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ISBN 10: 019879780X
ISBN 13: 978-0198797807
Author: Richard Rosenbaum Elliott, Larry Percy, Simon Pervan 

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behavior. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. 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 how they compete for consumer loyalty.

Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors’ wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial applications. Diverse and dynamic examples–from the pull of the latest Samsung phone to British associations with tea, from Diesel’s social brand positioning to Nintendo’s use of brand nostalgia–are accompanied by advertisements and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of branding application and challenge students to question company practices and apply the theories from the chapter.

The definitions and ideas used in the study of branding are distilled into “Key Concepts,” listed at the start of chapters and revisited within chapters, which summarize the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as relevant. 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.

Strategic Brand Management 4th Table of contents:

1. Introduction to Strategic Brand Management

   • The importance of branding in today’s market
   • Overview of brand management concepts
   • The role of brand equity in business strategy
   • Brand as a key asset

2. Building Brand Knowledge

   • Understanding brand knowledge and its components
   • Brand awareness and brand image
   • The role of brand associations in building brand equity
   • Tools for measuring brand knowledge

3. Brand Positioning and Values

   • Developing a brand positioning strategy
   • The role of brand positioning in differentiation
   • Identifying brand values and core brand associations
   • Strategies for competitive brand positioning

4. Brand Identity and Value Proposition

   • Crafting a strong brand identity
   • The role of brand elements (name, logo, symbol, etc.)
   • Developing a compelling brand value proposition
   • Brand storytelling and emotional connections

5. Brand Architecture and Portfolio Strategy

   • Understanding brand architecture (umbrella brands, sub-brands, etc.)
   • Managing a brand portfolio for strategic growth
   • Brand extension and brand dilution
   • Evaluating brand portfolio strategies

6. Brand Marketing and Communications

   • Integrated marketing communications for brands
   • The role of advertising, digital marketing, and PR
   • Social media strategies for brand engagement
   • Measuring brand communications effectiveness

7. Brand Loyalty and Customer Relationships

   • Building and sustaining brand loyalty
   • The customer-brand relationship and its long-term value
   • Loyalty programs and engagement strategies
   • Impact of customer experiences on brand perception

8. Managing Brand Equity

   • Measuring and managing brand equity
   • Techniques for brand valuation
   • Brand equity management in global markets
   • Monitoring and sustaining brand health

9. Global Brand Management

   • Adapting brand strategies for international markets
   • Challenges of global branding
   • Balancing global consistency with local relevance
   • Case studies of successful global brands

10. Brand Reinvention and Revitalization

    • Strategies for rebranding and brand revitalization
    • When and how to reposition a brand
    • Managing brand crises and brand recovery
    • Case studies on brand reinvention

11. Brand Strategy in the Digital Age

    • Digital transformation and its impact on branding
    • Social media, influencer marketing, and brand advocacy
    • E-commerce and its influence on brand strategies
    • Leveraging data for brand management

12. Brand Measurement and Control

    • Tools and techniques for brand performance measurement
    • Managing brand performance metrics (e.g., brand awareness, market share)
    • Adjusting brand strategy based on performance data
    • Future trends in brand management

13. Case Studies in Strategic Brand Management

    • Real-world examples of successful brand strategies
    • Lessons from brands that failed to manage their brand effectively
    • Analyzing brand strategies across industries
    • Evaluating brand performance and strategic decisions

14. Conclusion: The Future of Strategic Brand Management

    • Emerging trends in branding and consumer behavior
    • The evolving role of brand managers
    • Preparing for the future of brand management in a digital world

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