Strategic Brand Managment: Building, Measuring, and Managing Brand Equity

Strategic Brand Managment: Building, Measuring, and Managing Brand Equity

Yazar : Kevin Keller
Yayınevi : Pearson Education
ISBN : 9780273779414
Baskı yılı : 2012
Sayfa sayısı : 592
Ağırlık : 1.04 kg
Edisyon : 4
Stok durumu : Tükendi   
For students, managers and senior executives studying Brand Management.

?Keller?s market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo.

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This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:

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