Brands in Minds Strategic Brand Management

Description

Win a lasting place in people’s minds.

Then keep it honestly.

Brands now live in many places at once: in memory and emotion, in communities and culture, in the answers of Al assistants, and in a world where anything can be faked. Brands in Minds teaches strategic brand management tor that world. It treats a brand as a living system of meaning that earns its place by delivering real value through good experiences, and it tests every technique against the point where influence becomes manipulation.

Grounded in psychology and behavioural science and in decades of evidence on how brands grow, the book compares the major theories of brand equity rather than presenting one as the truth, from Keller, Aaker, and Kapferer to Sharp and the Ehrenberg-Bass Institute. It explores fast and slow thinking, memory and distinctive assets, persuasion and its ethics, relationships, crowds and culture, measurement and noise, brand value, and responsible branding, and it closes with distributed brand equity, a proposed framework for brands chosen by people and by machines.

• 24 chapters with real Canadian and global brand cases
• A continuing integrative case following one Canadian brand
• Worked equations, brand labs, ethics checks, and debates
• A semester project ending in a brand book and oral defence
• Clear guidance for using Al to challenge, not replace, judgement