Strategic Brand Management

by Richard Elliott, Larry Percy

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the
book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.

288 pages, Paperback

First published February 8, 2007