Strategic Brand Management Building, Measuring, and Managing Brand Equity

Name: Strategic Brand Management Building, Measuring, and Managing Brand Equity
Price: 31.78 USD
Availability: InStock
ISBN: 9780131888593

ISBN-10: 0131888595

ISBN-13: 9780131888593

Edition: 3rd 2008 (Revised)

Authors: Kevin Lane Keller

List price: $223.20

30 day, 100% satisfaction guarantee!

Marketplace

3 new & used from $31.78

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

Description:

Incorporating the latest industry thinking and developments, 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 decisionsand thus improving the long-termprofitabilityof specific brand strategies. Finely focused on ldquo;how-tordquo; and ldquo;whyrdquo; throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75Branding Briefsthat identify successful and unsuccessful brands and explain why they have been…

Book details

List price: $223.20
Edition: 3rd
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 6/13/2007
Binding: Hardcover
Pages: 720
Size: 8.25" wide x 10.00" long x 1.25" tall
Weight: 3.234
Language: English




Opening Perspectives



Brands & Brand Management



Identifying and Establishing Brand Positioning and Values



Customer-Based Brand Equity



Brand Positioning



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



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



Growing and Sustaining Brand Equity



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



Closing Perspectives



Closing Observations