Strategic brand management : building, measuring, and managing brand equity

Author(s)

• Keller, Kevin Lane

Bibliographic Information

Strategic brand management : building, measuring, and managing brand equity

Kevin Lane Keller

Prentice Hall, c2003

2nd ed., international ed

• : pbk

Note

Includes bibliographical references and index

Description and Table of Contents

Description

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.

Table of Contents

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

by "Nielsen BookData"

Details

• NCID: BA60695593
• ISBN:
  • 0131105833
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Upper Saddle River, N.J.
• Pages/Volumes: xxvii, 788 p.
• Size: 24 cm
• Classification:
  • NDC9 : 675.3
  • LCC : HD69.B7
  • DC21 : 658.8/27
• Subject Headings:
  • LCSH : Brand name products -- Management