- Elliott, Richard, 1950-
- Percy, Larry.
- Product management
- Brand name products.
- Strategic planning
- 9780199260003 (pbk.)
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- Includes bibliographies and index.
- PART 1: THE SOCIO-CULTURAL MEANING OF BRANDS; 1. Understanding the Social Psychology of Brands; 2. Emotion and Brands; 3. The Symbolic Meaning of Brands; 4. Cultural Meaning Systems and Brands; PART 2: BRAND EQUITY; 5. Brand Equity: Concepts and Approaches; 6. Auditing and Measuring Brand Equity; PART 3: MANAGING BRANDS; 7. Brand Strategies 1: Symbolic Brands; 8. Brand Strategies 2: Low-Involvement Brands; 9. Brand Stretching and Retrenching; 10. Branding Services and Managing the Corporate Brand; 11. Brands and Advertising.
University of Huddersfield Library Catalogue