Strategic Brand Management and Development : Creating and Marketing Successful Brands (Paperback)

Foreword (written by Professor Russell W. Belk). Chapter 1: Introduction: History and Importance of Brands. Chapter 2: Developing Brand Equity, Positioning, Personality and Values. Chapter 3: Creating Brand Identity: Brand Aesthetics and Symbolism. Chapter 4: Brand Communications and the Attention Economy. Chapter 5: Holistic Brand Experiences and Emotional Branding. Chapter 6: Consumer Collectives, Brand Avoidance, and Political Consumption. Chapter 7: Brand Ethics, Social Responsibility, and Sustainable Consumption. Chapter 8: Brand Performance and Metrics. Chapter 9: Brand Growth: Brand Architecture and Brand Extensions. Chapter 10: Brand Futures: Technology and Innovation in Branding Strategies.