Strategic brand management : building, measuring, and managing brand equity
著者
書誌事項
Strategic brand management : building, measuring, and managing brand equity
Prentice Hall, c2003
2nd ed., international ed
- : pbk
大学図書館所蔵 件 / 全23件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
For upper-level undergraduate and MBA courses in Brand Management, Brand Strategy, Product Management, and Marketing Strategy.
Written by today's leading authority in brand management. Incorporating the latest thinking and developments from both academia and industry, 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-and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.
目次
I: Opening Perspectives
Chapter 1
Brands & Brand Management
II: Identifying and Establishing Brand Positioning and Values
Customer-Based Brand Equity
Brand Positioning
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
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
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
VI: Closing Perspectives
Closing Observations
「Nielsen BookData」 より