ATU Sligo /ATU St Angela's

go

Amazon cover image
Image from Amazon.com

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

By: Keller, Kevin Lane, 1956-.
Publisher: Boston, Ma. ; London : Pearson, 2013Edition: 4th ed., Global ed.Description: xxviii, 562 p. : color illustrations ; 28 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volumeISBN: 9780132664257:.Subject(s): Brand name products -- Management | Product management | Brand name productsDDC classification: 658.827 KEL
Incomplete contents:
Part I: Opening Perspectives -- Chapter 1 Brands and Brand Management -- Part II: Identifying and Establishing Brand Positioning and Values -- Chapter 2 Customer-Based Brand Equity -- Chapter 3 Brand Positioning -- Part III: Planning and Implementing Brand Marketing Programs -- Chapter 4 Choosing Brand Elements to Build Brand Equity -- Chapter 5 Designing Marketing Programs to Build Brand Equity -- Chapter 6 Integrating Marketing Communications to Build Brand Equity -- Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity -- Part IV: Measuring and Interpreting Brand Performance -- Chapter 8 Developing a Brand Equity Measurement and Management System -- Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set -- Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance -- Part V: Growing and Sustaining Brand Equity -- Chapter 11 Designing and Implementing Branding Strategies -- Chapter 12 Introducing and Naming New Products and Brand Extensions -- Chapter 13 Managing Brands over Time -- Chapter 14 Managing Brands over Geographic Boundaries and Market Segments -- Part VI: Closing Perspectives -- Chapter 15 Closing Observations.
Summary: Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.
Star ratings
    Average rating: 0.0 (0 votes)

Includes bibliographical references and index.

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

Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.

Share