Strategic brand management. / Richard Elliott, Larry Percy.
Material type:
TextPublisher: Oxford ; New York : Oxford University Press, 2007Description: xiv, 265 p. : ill. ; 25 cmISBN: 0199260001; 9780199260003Subject(s): Product management | Strategic planningDDC classification: 658.8/27 LOC classification: HF5415.15.E43 Online resources: Table of contents only | Contributor biographical information | Publisher description | Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.15.E43 (Browse shelf) | Available | 6351/12 |
Includes bibliographical references and index.
Contents: The Social-cultural meaning of brands: Understanding the social psychology of brands -- Emotion and brands -- The Symbolic meaning of brands -- Cultural meanings systems and brands -- Brand equity: Brand equity -- Auditing and measuring brand equity -- Managing brands: Band strategies 1 - symbolic brands -- Brand strategies 2 - functional brands -- Brand stretching and retrenching -- Branding services and managing the corporate brand -- Brands and advertising.
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