ESCP Europe

Item type

Book

Language

anglais

Pages

xv, 265 p.

Publication year

2007

ISBN

0-19-926000-1

Content notes

1. Understanding the social psychology of brands --- 2. Emotion and brands --- 3. The symbolic meaning of brands --- 4. Cultural meaning systems and brands --- 5. Brand equity --- 6. Auditing and measuring brand equity --- 7. Brand strategies 1 - symbolic brands --- 8. Brand strategies 2 - functional brands --- 9. Brand stretching and retrenching --- 10. Branding services and managing the corporate brand --- 11. Brands and advertising

"This volume approaches the subject of brand management from a 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. It also integrates more traditional notions of the brand in terms of equity and positioning" by Worldcat.

1. Understanding the social psychology of brands --- 2. Emotion and brands --- 3. The symbolic meaning of brands --- 4. Cultural meaning systems and brands --- 5. Brand equity --- 6. Auditing and measuring brand equity --- 7. Brand strategies 1 - symbolic brands --- 8. Brand strategies 2 - functional brands --- 9. Brand stretching and retrenching --- 10. Branding services and managing the corporate brand --- 11. Brands and advertising.