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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 behavior. 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 how they compete for consumer loyalty.

Written by international experts in the field, the book d

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Book ID Asin: 019879780X
Book Title: Strategic Brand Management
Book Author: Richard Rosenbaum-Elliott,Larry Percy,Simon Pervan
Book Format and Price:
Book Format Name: Paperback
Book Format Price: $74.00-$78.97
Book Price: unknown
Book Category: Books, Business & Money, Marketing & Sales and unknown
Book Rating: 35 ratings

Book Review: unknown