Sotiris T. Lalaounis

Strategic Brand Management and Development (eBook, ePUB)

Creating and Marketing Successful Brands

• Format: ePub

Produktbeschreibung

This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 368
• Erscheinungstermin: 30. Dezember 2020
• Englisch
• ISBN-13: 9781000298185
• Artikelnr.: 60704691

Autorenporträt

Sotiris T. Lalaounis is a Senior Lecturer in Marketing and Design Management in the Department of Management at the University of Exeter Business School. Following a postgraduate degree in Design and Digital Media from the University of Edinburgh, he worked in design consultancies, and earned his PhD in Design Management from the Centre for Creative Industries at Glasgow Caledonian University. His thesis explored business development issues in the creative industries, and his current research interests include organisational paradoxes, ambidexterity, and creative firms. He is the author of Design Management: Organisation and Marketing Perspectives (Routledge, 2017; Japanese translation, 2020).

Inhaltsangabe

1. Introduction: History and the Importance of Brands 2. Developing Brand Equity
Positioning
Personality
and Values 3. Creating Brand Identity: Brand Aesthetics and Symbolism 4. Brand Communications and the Attention Economy 5. Holistic Brand Experiences and Emotional Branding 6. Consumer Collectives
Brand Avoidance
and Political Consumption 7. Brand Ethics
Social Responsibility
and Sustainable Consumption 8. Brand Performance and Metrics 9. Brand Growth: Brand Architecture and Brand Extensions 10. Brand Futures: Technology and Innovation in Branding Strategies