Strategic Brand Management

Strategic Brand Management, Third Edition offers a fresh and comprehensive approach to understanding the intricate relationship between brand strategy and the social as well as cultural forces that shape consumer perceptions. Crafted by renowned experts Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan, this textbook equips students with the critical skills to analyze traditional concepts such as brand equity and positioning while also exploring the emotional and cultural connections that influence brand loyalty. The book’s innovative framework breaks down a brand’s identity into its functional and emotional components, providing readers with a holistic view of how brands operate in competitive markets. Enriched with engaging real-life case studies and full-colour illustrations, the text highlights dynamic examples including Red Bull, Fiat, and Virgin, alongside distinctive brands from various global markets. Complementing its in-depth theoretical content, Strategic Brand Management integrates an Online Resource Centre that offers practical research exercises and curated web links to strengthen both teaching and learning experiences.