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Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

By: Material type: TextTextPublisher: Boston : Pearson, [2013]Copyright date: ©2013Edition: 4th editionDescription: xxviii, 562 pages : color illustrations ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780132664257
  • 0132664259
  • 9780273779414
  • 0273779419
Subject(s): DDC classification:
  • 658.827 23
LOC classification:
  • HD69.B7 K45 2013
Contents:
Part I. Opening Perspectives -- 1. Brands and Brand Management -- Part II. Identifying and Establishing Brand Positioning and Values -- 2. Customer-Based Brand Equity and Brand Positioning -- 3. Brand Resonance and the Brand Value Chain -- Part III. Designing and Implementing Brand Marketing Programs -- 4. Choosing Brand Elements to Build Brand Equity -- 5. Designing Marketing Programs to Build Brand Equity -- 6. Integrating Marketing Communications to Build Brand Equity -- 7. Leveraging Secondary Brand Associations to Build Brand Equity -- Part IV. Measuring and Interpreting Brand Performance -- 8. Developing a Brand Equity Measurement and Management System -- 9. Measuring Sources of Brand Equity : Capturing Customer Mind-Set -- 10. Measuring Outcomes of Brand Equity : Capturing Market Performance -- Part V. Growing and Sustaining Brand Equity -- 11. Designing and Implementing Branding Architecture Strategies -- 12. Introducing and Naming New Products and Brand Extensions -- 13. Managing Brands over Time -- 14. Managing Brands over Geographic Boundaries and Market Segments -- Part VI. Closing Perspectives -- 15. Closing Observations.
Summary: Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions.
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Holdings
Item type Current library Call number Status Date due Barcode
Book South Campus South Campus Main Collection 658.827 KEL (Browse shelf(Opens below)) Available A518211B

Includes bibliographical references and index.

Part I. Opening Perspectives -- 1. Brands and Brand Management -- Part II. Identifying and Establishing Brand Positioning and Values -- 2. Customer-Based Brand Equity and Brand Positioning -- 3. Brand Resonance and the Brand Value Chain -- Part III. Designing and Implementing Brand Marketing Programs -- 4. Choosing Brand Elements to Build Brand Equity -- 5. Designing Marketing Programs to Build Brand Equity -- 6. Integrating Marketing Communications to Build Brand Equity -- 7. Leveraging Secondary Brand Associations to Build Brand Equity -- Part IV. Measuring and Interpreting Brand Performance -- 8. Developing a Brand Equity Measurement and Management System -- 9. Measuring Sources of Brand Equity : Capturing Customer Mind-Set -- 10. Measuring Outcomes of Brand Equity : Capturing Market Performance -- Part V. Growing and Sustaining Brand Equity -- 11. Designing and Implementing Branding Architecture Strategies -- 12. Introducing and Naming New Products and Brand Extensions -- 13. Managing Brands over Time -- 14. Managing Brands over Geographic Boundaries and Market Segments -- Part VI. Closing Perspectives -- 15. Closing Observations.

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions.

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