{"product_id":"strategic-brand-management-richard-rosenbaum-elliott-9780198797807","title":"Strategic Brand Management","description":"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. \u003cem\u003eStrategic Brand Management\u003c\/em\u003e 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. \u003cp\u003e\u003c\/p\u003eWritten 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. \u003cp\u003e\u003c\/p\u003eThe 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, \u003cem\u003eStrategic Brand Management \u003c\/em\u003eis the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry. \u003cp\u003e\u003c\/p\u003e\u003cstrong\u003eONLINE RESOURCES: \u003c\/strong\u003e \u003cp\u003e\u003c\/p\u003e\u003cstrong\u003eFor Students: \u003c\/strong\u003e\u003cbr\u003e*Web exercises\u003cbr\u003e*Web links\u003cbr\u003e*Video links \u003cp\u003e\u003c\/p\u003e\u003cstrong\u003eFor Lecturers: \u003c\/strong\u003e\u003cbr\u003e*PowerPoint slides \u003cbr\u003e*Resource box\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 019879780X\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780198797807\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Oxford University Press, USA\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 09\/19\/2018\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 368\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.60lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.50h x 7.40w x 0.70d","brand":"Richard Rosenbaum-Elliott","offers":[{"title":"Paperback","offer_id":43946296082687,"sku":"9780198797807","price":126.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_f0288f89-666b-40e2-ad8e-c29ce52a0561.jpg?v=1681512408","url":"https:\/\/www.whiterainbookhouse.com\/products\/strategic-brand-management-richard-rosenbaum-elliott-9780198797807","provider":"WR Book House","version":"1.0","type":"link"}