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Strategic Brand Management: Building, Measuring And Managing Brand Equity
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ISBN
:
9788131719770
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Publisher
:
Pearson
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
720
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Year
:
2008
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550.0
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401.0
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Description
Keller, Strategic Brand Management, 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity. Key Features Updated Branding Briefs and academic references. Over half the 100-plus branding briefs and other examples within the text have been replaced with more current material Update original as well as introduce additional new cases. To provide broader, more relevant coverage, three new cases have been added to the Best Practices in Branding casebook GE, American Express, and iPod Provide better presentation of text material and stronger supplementary support. Table of Contents PART I: Opening Perspectives Brands & Brand Management PART II: Identifying and Establishing Brand Positioningand Values Customer-Based Brand Equity Brand Positioning PART III: Planning and Implementing Brand Marketing Programs Choosing Brand Elements to Build Brand Equity Designing Marketing Programs to Build Brand Equity Integrating Marketing Communications to Build Brand Equity Leveraging Secondary Brand Associations to Build Brand Equity PART IV: Measuring and Interpreting Brand Performance. Developing a Brand Equity Measurement and Management System Measuring Sources of Brand Equity: Capturing Customer Mindset Measuring Outcomes of Brand Equity: Capturing Market Performance PART V: Growing and Sustaining Brand Equity Designing and Implementing Branding Strategies Introducing and Naming New Products and Brand Extensions Managing Brands over Time Managing Brands over Geographic Boundaries and Market Segments PART VI: Closing Perspectives Closing Observations
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