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Richard Rosenbaum-Elliott; Larry Percy; Simon Pervan
ISBN: 9780198704201
Estimated Dispatch Date: 22 Sep 2020
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Description

Strategic Brand Management, 3e uniquely analyses the social and cultural aspects of brand strategy and its influence on consumer perceptions around the world. Written by experts in the field, it is designed to ensure students are confident in analysing traditional ideas of brand equity and positioning and are able to understand the emotional and cultural connections brands create and employ. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and compete for consumer loyalty.

Product Information

ISBN13 (SKU) 9780198704201
Title Strategic Brand Management
Author Richard Rosenbaum-Elliott; Larry Percy; Simon Pervan
Edition 3rd
Publisher Oxford University press
Publication Date 2015
Country of Publication United Kingdom
Format Type Physical
Number of Pages 352
Institutions Vega
Course Codes BMDM6211,BMDM6211p
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