ABSTRACT
This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.
Bullets:
• Summarises the latest thinking and best practice in the domain of branding
• All new real marketing campaigns show how branding theories are implemented in practice
• Brought right up to date with a clear European and UK focus
Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
TABLE OF CONTENTS
part |68 pages
Foundations of Brand Management
chapter |24 pages
Why it is Crucial to Create Powerful Brands
chapter |42 pages
Understanding the Branding Process
part |250 pages
Brand Management in Different Sectors
chapter |51 pages
How Consumers Choose Brands
chapter |32 pages
How Consumer Brands Satisfy Social and Psychological Needs
chapter |50 pages
Business-to-Business Branding
chapter |35 pages
Service Brands
chapter |52 pages
Retailer Issues in Branding
chapter |26 pages
Brands on the Internet
part |151 pages
Winning the Brands Battle