Strategic Brand Management and Development: Creating and Marketing Successful Brands

by Sotiris T. Lalaounis

Overview

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.

This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Product Details

ISBN-13:	9780367338756
Publisher:	Taylor & Francis
Publication date:	12/31/2020
Pages:	368
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

Sotiris T. Lalaounis is an Associate Professor in Brand and Design Management and Deputy School Education Director at the University of Bristol Business School, UK. Sotiris earned his PhD from the Centre for Creative Industries at Glasgow Caledonian University. His research interests include organisational tensions and paradoxes in the creative economy. He has published in Creativity and Innovation Management, European Management Journal, and The Design Journal. Sotiris is the author of Design Management: Organisation and Marketing Perspectives, and Strategic Brand Management and Development: Creating and Marketing Successful Brands, both published by Routledge.

Table of Contents

List of figures xiii

List of tables xv

List of images xvi

Foreword xviii

Acknowledgements xxiii

1 Introduction: History and the importance of brands 1

Chapter aims and learning outcomes 1

Defining brands 1

History of brands and branding 5

Importance of brands to consumers, organisations, and society 11

Book structure 17

Chapter review questions 19

Recommended reading 19

References 19

2 Developing brand equity, positioning, personality, and values 23

Chapter aims and learning outcomes 23

Developing brand equity 23

Brand positioning 41

Brand personality and brand values 49

Chapter review questions 51

Recommended reading 51

Case study: Union: (Re)positioning a Slovenian icon 52

References 55

3 Creating brand identity: brand aesthetics and symbolism 59

Chapter aims and learning outcomes 59

Brand identity development process 60

Brand aesthetics 71

Chapter review questions 89

Recommended reading 89

Case study: The Lakes Distillery 89

References 95

4 Brand communications and the attention economy 100

Chapter aims and learning outcomes 100

Brand communications options and their contributions 100

Traditional and digital media platforms 110

Planning and implementing brand IMC programmes 114

Social media and the (over) democratisation of marketing 118

Social media, hyper-narcissism, and the attention economy 126

Chapter review questions 128

Recommended reading 128

Case study: Burberry and "brand heat" strategy 128

References 131

5 Holistic brand experiences and emotional branding 135

Chapter aims and learning outcomes 135

Holistic brand experiences 135

Emotional branding: Nostalgia and retro branding 152

Chapter review questions 162

Recommended reading 163

Case study: Building the YO! brand: From kaiten belts to multiformat Experiences 163

References 167

6 Consumer collectives, brand avoidance, and political consumption 171

Chapter aims and learning outcomes 171

Collectivist and constructivist aspects of consumption 171

Subcultures of consumption 174

Brand communities 177

Consumer tribes 187

Brand publics 190

Brand avoidance and anti-consumption 193

Political consumption 195

Chapter review questions 200

Recommended reading 200

Case study: Beyond the football borders: Going ahead to grow the relationship with fans and entertainment enthusiasts 200

References 207

7 Brand ethics, social responsibility, and sustainable consumption 211

Chapter aims and learning outcomes 211

(Post)postmodernism and social responsibility 211

Moral philosophy and ethical branding 213

Corporate social responsibility and branding 217

Incorporating ethics and CSR in brand development and marketing 221

Social marketing programmes and branding 225

Green marketing and sustainable consumption 229

Cause-related marketing and consumer philanthropy 233

Chapter review questions 236

Recommended reading 237

Case study: Pukka Herbs; A budding brand creating change through Commerce 237

References 243

8 Brand performance and metrics 246

Chapter aims and learning outcomes 246

Assessing brand value 246

Brand audit 256

Understanding the brand ecology: Consumer ethnography 264

Chapter review questions 269

Recommended reading 269

Case study: From measuring to impacting performance 270

References 272

9 Brand growth: Brand architecture and brand extensions 275

Chapter aims and learning outcomes 275

Brand architecture and brand hierarchy 275

Brand extensions 280

Chapter review questions 299

Recommended reading 300

Case study: A case for divergent brand extensions? 300

References 303

10 Brand futures: Technology and innovation in branding strategies 308

Chapter aims and learning outcomes 308

Consumer engagement and its dimensions 308

Big data and consumer analytics 311

Measuring and facilitating consumer engagement 317

The Internet of Things (IoT) 321

Neuromarketing and branding 326

Chapter review questions 332

Recommended reading 333

Case study: Village Hotels and the Internet of Things (IoT) 333

References 338

Index 342