Strategic Brand Management

By Simon Pervan, Larry Percy, Richard Rosenbaum-Elliott

Book Overview

Strategic Brand Management extends beyond the traditional managerial framework of brand strategy to analyze the cultural, psychological, and emotional impact that real-world brands have on consumers. Separating brands' concepts into functional and emotional components, an expert author team provides students with a complete understanding of how brands operate and compete for consumer loyalty.

• Format: Paperback
• Language: English
• ISBN: 0198704208
• ISBN13: 9780198704201
• Release Date: September 2015
• Publisher: Oxford University Press
• Length: 352 Pages
• Weight: 1.50 lbs.
• Dimensions: 7.5" x 0.6" x 9.6"