TY  - BOOK
AU  - Keller,Kevin Lane
TI  - Strategic brand management: building, measuring, and managing brand equity 
SN  - 9780132664257
AV  - HD69.B7 K45 2013
U1  - 658.827 23
PY  - 2013///]
CY  - Boston
PB  - Pearson
KW  - Brand name products
KW  - Management
N1  - 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
N2  - 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
ER  -