Strategic Brand Management - Softcover

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.

Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Oxford University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising, dysfunctional consumer behaviour, and consumption and self-identity issues. Larry Percy is a Visiting Professor at the Copenhagen Business School and at Stockholm University, and is an international consultant in marketing communications and brand strategy. Recent clients have included organizations such as NASA (the National Aeronautics and Space Administration in the US) and Interbrew. He has worked in strategic planning for a number of leading world-wide advertising agencies, including Young & Rubicam and Lintas; and has taught at several graduate business schools in both the US and Europe, such as the Luiss School of Management in Rome, University of Pittsburg Katz Graduate School of Business, and Oxford University Said Business School. He has authored or co-authored 10 books in the areas of marketing communication and strategy, and has contributed over 80 articles and papers to the field.