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Description
Strategic Brand ManagementCondition: BRAND NEW ISBN: 9780198797807 Year: 2018 Publisher: Oxford University Press UK Description: 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
Condition: BRAND NEWISBN: 9780198797807
Year: 2018
Publisher: Oxford University Press UK
Description:
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 a complete 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 by adverts 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 a
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4.3 ★★★★★
Based on 167 reviews
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Product Reviews
★★★★★ 5
Spectacular Albeit Unknown History of Race Relations
Format: Hardcover
This is a great piece of historiography about something few know about at all --- slavery in New York City in the 18th century. How about a slave "rebellion" in New York City, how about more people burned at the stake than in the Salem witchcraft trials, how about dark byways and highways of old New York, barely transformed from its days as New Amsterdam, dark plots in dank places, shrill frightened tyrants overreacting with bloody retribution, burned ruins of an early African American village in Central Park?
One cannot make up this stuff, it is too real so it must be history at its best.
And written by one of our premier authors of history, a woman who makes our history live in The New Yorker to the acclaim of many, and yet whose best book, this one, is still too little known.
If you appreciate Harry Truman's remark that the only new thing under the Sun is the history you haven't read, then this is one to curl up with and marvel at; a great way to spend a rainy day or a dark night.
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Reviewed in the United States on January 22, 2010
★★★★★ 4
Good, but not great.
Format: Paperback
Kudos to Lepore for delving into an important, little known subject, which she does better than most historians. At times, however, I think she felt the need to put every little piece of information she got into the book. It was way too long. Some good research, but she has done better. Still, worth checking out. I like to think I know American history, but I know nothing about this awful chapter.
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Reviewed in the United States on April 1, 2019
★★★★★ 5
DAMN, this is a great book!
Format: Hardcover
All history books should be this detailed, this readable, this humane. Lepore knows how to write about a horrible, nearly forgotten episode in NYC history. Unlike many historians, she steps away from overt politics or raw emotion. She knows that this subject is too serious to be shouted. It is the rare history book that is packed with facts as well as knowledge.
I felt like Lepore was taking my hand and leading me through the smelly streets of lower Manhattan in 1741, like I could almost see the faces of...what were they, anyway? The victims of a horrible hoax? The demented planners of a plot to burn the city? Or something in between, where thieves can also be the keepers of ancient rites from a distant homeland, where the world is turned upside down?
I could go on and on, but just buy the book!
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Reviewed in the United States on May 20, 2008
★★★★★ 3
New York Burning
Format: Paperback
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This is an important book that explores in depth what is usually only found in textbooks as a one-sentence summation:
"In 1741 there was a slave uprising in New York City."
Scholars will probably be happier starting with the Appendix and bibliography and then reading the book. The text is disorganized and uneven, and although this is non-fiction, the characters could have been more finely drawn. Peter Zenger's trail keeps popping up in unexpected places, often disconnected from the action the author is working on. Some sections are heavy on primary documents and period writings, others are more poetic.
Yes, I do understand the parallels with the Salem Witch Trials. The Salem Witch Trials get more press today because of Arthur Miller's "Crucible." Color and religion of the participants aside, both events are stories of group think and mass hysteria, fear and anger. There is plenty of room here for a first-class film or play to be written.
Read this book, learn from it. Expect to complain about it.
Kim Burdick
Stanton, DE
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Reviewed in the United States on November 7, 2014
★★★★★ 5
What You Didn't Know
Format: Paperback
Did you know that if you were a Catholic Priest on the streets of New York in 1747 that you'd be arrested and hung! Great book if you're interested in the times during which our founding Fathers were growing up. It'll give you a different concept on how slavery was different in NYC as opposed to in the South, and how many of the streets in NYC got there names from English magistrates. If you like history, especially of NYC, you'll love this book.
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Reviewed in the United States on January 24, 2015