Strategic brand management : building, measuring, and managing brand equity /
By: Keller, Kevin Lane.
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 KELItem type | Current library | Call number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.827 KEL (Browse shelf(Opens below)) | Available | 0062975 |
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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.