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Strategic Brand Management By Kevin Lane Keller

Strategic Brand Management
by Kevin Lane Keller

Out of Stock
$20.99
+10% GST
An exploration of brands, brand equity, and strategic brand management, this book 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.
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Strategic Brand Management Summary


Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller

Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy.

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 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.

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Table of Contents




Prologue.

I. OPENING PERSPECTIVES.

1. Introduction.
2. Brand Equity.

II. BUILDING BRAND EQUITY.

3. Brand Knowledge Structures.
4. Choosing Brand Elements to Build Brand Equity.
5. Designing Marketing Programs to Build Brand Equity.
6. Integrating Marketing Communications to Build Brand Equity.
7. Leveraging Secondary Brand Associations to Build Brand Equity.

III. MEASURING BRAND EQUITY.

8. Measuring Sources of Brand Equity.
9. Measuring Outcomes of Brand Equity.
10. Brand Equity Measurement System.

IV. MANAGING BRAND EQUITY.

11. Branding Strategies.
12. Introducing and Naming New Products and Brand Extensions.
13. Managing Brands Over Time.
14. Managing Brands Over Geographical Boundaries, Cultures, and Market Segments.

APPLICATIONS.

15. Closing Observations.
Appendix A. Levi's Dockers: Creating a Sub-Brand.
Appendix B. Intel Corporation: Branding an Ingredient.
Appendix C. The California Milk Processor Board: Branding a Commodity.
Appendix D. Nivea: Managing a Brand Portfolio.
Appendix E. Nike: Building a Global Brand.
Epilogue.
Index.

Additional information

GOR001607685
Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller
Kevin Lane Keller
Used - Very Good
Hardback
Pearson Education (US)
1997-11-10
784
0131201158
9780131201156
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.