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Product Review: Strategic Brand Management

Introduction

Strategic Brand Management is a comprehensive guide that offers insights and strategies for building and managing strong brands. This book provides valuable knowledge for marketers, brand managers, and business owners who want to enhance their brand presence in the market.

Features

• Clear and concise explanations of brand management concepts.
• Practical examples and case studies to illustrate the application of strategies.
• Step-by-step guidance on developing effective branding strategies.
• In-depth analysis of brand positioning, brand equity, and brand extensions.
• Discusses the impact of digital and social media on brand management.

Pros

1. The book provides a comprehensive understanding of brand management, starting from the basics to advanced concepts.
2. Real-world examples help readers to relate to the concepts and apply them in their own business scenarios.
3. Well-organized chapters and concise explanations make it easy to grasp complex ideas.
4. The inclusion of digital and social media aspects reflects the relevance in the current marketing landscape.
5. The book offers actionable insights that can be immediately implemented to improve brand performance.

Cons

1. Some readers may find certain sections too technical, requiring prior knowledge of marketing concepts.
2. The book could have included more recent case studies to showcase the latest trends in brand management.

Conclusion

Strategic Brand Management is an excellent resource that dives deep into the world of brand management. With its comprehensive coverage and practical guidance, this book is a valuable asset for marketers and brand strategists who want to build and maintain strong brands in today’s competitive market.

FAQs

1. Who is the target audience for this book?

The book is primarily aimed at marketers, brand managers, and business owners who are involved in branding and want to enhance their brand’s performance.

2. Is this book suitable for beginners in brand management?

Yes, this book provides a good foundation for beginners as it covers the basic concepts of brand management in a clear and understandable manner.

3. Does the book address the challenges of digital branding?

Yes, the book comprehensively discusses the impact of digital and social media on brand management, making it highly relevant to the challenges of digital branding.

4. Are there any actionable tips in the book?

Absolutely! The book offers practical insights and strategies that can be immediately implemented to improve brand performance and enhance brand equity.

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. 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 the strategies they employ to compete for consumer loyalty.

Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors’ wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel’s social brand positioning to Nintendo’s use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter.

The definitions and ideas used in the study of branding are distilled into ‘Key Concepts’, listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied.
As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.

This textbook is accompanied by the following online resources:

For students:
Web exercises
Web links
Video links

For lecturers:
PowerPoint slides
Resource box

Publisher ‏ : ‎ OUP Oxford; 4th edition (3 Aug. 2018)
Language ‏ : ‎ English
Paperback ‏ : ‎ 368 pages
ISBN-10 ‏ : ‎ 019879780X
ISBN-13 ‏ : ‎ 978-0198797807
Dimensions ‏ : ‎ 24.38 x 1.52 x 18.8 cm

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