Strategic Brand Management and Development: Creating and Marketing Successful Brands

This book provides an in-depth understanding of brand management and development, drawing from various disciplines and offering practical insights through case studies. It is a valuable resource for students, professionals, and anyone interested in branding.

Format: Paperback / softback
Length: 344 pages
Publication date: 31 December 2020
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the intricate world of brand management, drawing upon a wide range of theories and concepts from fields such as consumer culture theory, marketing, communications, and design. By seamlessly integrating these diverse disciplines, it offers a profound understanding of how organizations can effectively develop, market, and manage their brands. Extensively drawing from scholarly research published in social sciences and humanities, the book provides a detailed exploration of the process of brand management and development.

The book explores how organizations can create compelling brand identities, develop effective brand marketing programs, measure brand performance, and sustain brand equity. It combines psychological, sociological, cultural, and management perspectives to provide a holistic understanding of branding. Throughout the text, numerous examples are provided to contextualize the theoretical insights, allowing readers to deconstruct, analyze, and evaluate past and present branding campaigns and strategies.

Strategic Brand Management and Development is an essential text for students enrolled in marketing, brand management, and consumer research, as well as for anyone interested in gaining a deeper understanding of the extraordinary power and scope of brands and branding in contemporary post-modern society.

Weight: 718g
Dimension: 173 x 245 x 22 (mm)
ISBN-13: 9780367338756