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 behaviour. 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 acomplete understanding of how brands operate and the strategies they employ to compete for consumer loyalty.Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied byadverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter.The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied.As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.This textbook is accompanied by the following online resources:For students:Web exercisesWeb linksVideo links For lecturers:PowerPoint slides Resource box[Pascal]'s methods are effective, and his creativity is infectious. With gorgeous photos and clear technical details, this book will be a source of great inspiration. Sandor Ellix Katz, author of The Art of FermentationThe perfect guide for DIY homebrewers, fermentation fans and foraging enthusiasts!Fermentation fans and homebrewers are invited to discover a galaxy of wild and cultivated plants, fruits, berries and other natural ingredients traditionally used to make a whole spectrum of fizzy fermented drinks!Wild-plant expert and forager Pascal Baudar's first book, The New Wildcrafted Cuisine, opened up a whole new world of possibilities for readers wishing to explore and capture the flavours of their local terroir. Next in Pascal's Wildcrafted series, The Wildcrafting Brewer does the same for fermented drinks. Baudar reveals both the underlying philosophy and the practical techniques for making your own delicious concoctions. Illustrated with full-colour photographs and step-by-step techniques on how to make a variety of drinks, including: Sugar, molasses & syrup-based beers such as ginger beer, mountain beer, nettle beer, wild Belgian beerCountry wines & meads including: elderberry wine, honey wine, herbal meadTraditional drinks & medicinal brews such as tepache, fruit kvass, chaga beerNaturally fermented drinks including: pinecone soda, mountain raspberry soda, elderflower soda, lacto-fermented drinks and much more!Baudar is quick to point out that these recipes serve mainly as a touchstone for readers, who can then use the information and techniques he provides to create their own brews using local ingredients.The Wildcrafting Brewer will attract foodies, herbalists, foragers and chefs alike with the author's playful and relaxed philosophy. Readers will find themselves surprised by how easy making your own natural drinks can be and will be inspired, again, by the abundance of nature all around them. Those interested in the wonders of foraging and fermenting can also check out his next book in the wildcrafted series, Wildcrafted Fermentation!

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