Strategic Brand Management Brice Martin & Elisha Stephens
- ISBN: 9781788824095
- Edition: 1st
- ©Year: 2020
- List Price : 150
About the Book
Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management.The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique 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. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The frameworkfor the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities.
Contents: 1. Brand History and Overview, 2. Key Challenges Facing Brand, 3. Brand Management, 4. Brand Communication, 5. Strategy, 6. Packaging, Labeling and Pricing, 7. Brand Process Strategies, 8. New Product Development and Failure, 9.The Impact of Brand Image on Consumer Behaviour.
Brice Martin is Professor of Strategic Management. His research interests lie in strategic management, corporate governance, and entrepreneurship. He served as Academic Director of the Center for Entrepreneurship. He worked in brand management at Procter & Gamble Company, as a selling supervisor. He has been active as consultant and trainer to business corporations, as well as to state and federal government agencies. He has written numerous articles and cases that have appeared in the Strategic Brand Management, Case Research Journal, Business Case Journal, and Handbook of Business Strategy. He has contributing more in several national and internationals journal and conferences. His areas of interest are Marketing Management, Financial Management, Financial Accounting and Research in Management.
Elisha Stephens is the senior Professor of Strategic Management. He received his Bachelor in Mathematics and Economics, and his M.B.A. and Ph.D. in Marketing Management. Previously, Elisha Stephens was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Elisha Stephens is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications. He is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His advertising and branding research has been published in three of the major marketing journal.