Strategic Brand Management

`Some wonderful crisp incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding.´ Jim Freund, University of Lancaster

`I find it an interesting read. I appreciate the in-depth psychological discussions and students will be happy with a short branding book.´ Csilla Horvath, Radboud University Nijmegen

Strategic Brand Management is the perfect introduction to brand management, explaining, analysing, and evaluating brand concepts within 12 concise chapters. The authors present theories, such as brand extension and portfolio management, in an accessible style, using real-life examples, including Ikea, British Airways, and Mastercard, to help you to link theory and practice.

The second edition of Strategic Brand Management offers a unique socio-cultural approach to brand management, enabling you to understand the different aspects of the subject. This edition has also been fully updated and revised with the inclusion of corporate reputation, corporate social responsibility, and brand communities, to ensure that your learning is fully up to date with recent changes in this fast-paced subject area.