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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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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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