Strategic Brand Management and Development Creating and Marketing Successful Brands

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.

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

Sotiris T. Lalaounis is a Senior Lecturer in Marketing and Design Management in the Department of Management at the University of Exeter Business School. Following a postgraduate degree in Design and Digital Media from the University of Edinburgh, he worked in design consultancies, and earned his PhD in Design Management from the Centre for Creative Industries at Glasgow Caledonian University. His thesis explored business development issues in the creative industries, and his current research interests include organisational paradoxes, ambidexterity, and creative firms. He is the author of Design Management: Organisation and Marketing Perspectives (Routledge, 2017; Japanese translation, 2020).