Strategic Brand Management and Development

Chapter4

Brand communications and the attention economy

Chapter aims and learning outcomes

This chapter corresponds to the second stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. designing and implementing brand marketing programmes (see Figure 4.1), and explores brand communications by bringing together managerial, cultural, and critical perspectives. More specifically, it aims to achieve the following:

1.Review the characteristics of brand communications options and media platforms available to organisations (with a particular focus on digital communications and media).

2.Explore how these influence consumer decision-making and contribute to brand equity development.

3.Understand how organisations can ...