Strategic brand management /

Title:

Strategic brand management /

Author:

Elliott, Richard H., author.

Format:

Book

Institution:

Emerson College

Contents:

Sec. 1. The sociological meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Sec. 2. Brand equity and brand building -- Brand equity -- Brand communication -- Measuring brand performance and equity -- Sec. 3. Managing brands -- Brand strategies 1: symbolic brands -- Brand strategies 2: low-involvement brands -- Brand innovation and digital media -- Brand portfolio management -- People as brand touchpoints.

Online access:

No online access

Library holdings:

Emerson Main Stacks
HF5415.15 .E43 2018 – Available

• Available Temporarily at Emerson Reserve
  On reserve for MK342 -2: Breakthrough Thinking Communication (Marketing: Vogel)
  On reserve for MK222 -1: Brands Organizations & Strategies (Marketing: Lorusso)
  On reserve for MK222 -3: Brands Organizations & Strategies (Marketing: Lorusso)
  On reserve for MK610 -0: Marketing/Brand Management (Marketing: Harrison)