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Strategic Brand Management By Kevin Lane Keller

Strategic Brand Management
by Kevin Lane Keller

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Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for a broad exploration of a complicated subject.
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Strategic Brand Management Summary


Strategic Brand Management: A European Perspective by Kevin Lane Keller

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

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Strategic Brand Management Reviews


"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." -- David Aaker, Professor of Marketing Strategy, "University of California at Berkeley," Author of Building Strong Brands "After reading Strategic Brand Management, my associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." -- Steve Goldstein, Vice President of Marketing and Research, "Levi's Brand U.S.A." "Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." -- Al Silk, Professor Emeritus, "Harvard Business School" "Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." -- Liz Dolan, Vice President of Marketing Communication, "Nike, Inc." "Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should becongratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." -- Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, "Northwestern University" "The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that, need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." -- Dennis Carter, Vice President, Sales and Marketing, "Intel Corporation" "Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." -- Allen Adamson, Managing Director, "Landor Associates" "Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." -- Scott Bedbury, "CEO of Brandstream," author of A New Brand World "Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion."-- Joanne Bischmann, Vice President of Marketing, "Harley-Davidson Motor Company" "Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling case studies and best practices that bring this to life." -- Jim Stengel, Global Marketing Officer, "Procter & Gamble" "Kevin Keller provides masterful insights into total branding . . . from the finesse of brand building to the financial impact of success." -- Michael Dolan "In an ever fragmenting media world where connecting with consumers with the same or less marketing resources is the norm, Keller's practical approach to constructing integrated marketing communication plans will help marketers squeeze every ounce of value from their advertising budgets." -- Jan Valentic

About Kevin Lane Keller


Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

Dr Tony Aperia is Visiting Professor at Joenkoeping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

Table of Contents


Table of Contents

Guided tour

Preface

About the authors

Authors' acknowledgements

Publisher's acknowledgements

1 Brands and brand management

Preview

What is a brand?

Why do brands matter?

Can anything be branded?

What are the strongest brands?

Branding challenges and opportunities

The brand equity concept

Strategic brand management process

Chapter review

Discussion questionsReferences and notes

2 Customer-based brand equity

Preview

Customer-based brand equity

Making a brand strong: brand knowledge

Sources of brand equity

Four steps to building a brand

Brand building blocks

Creating brand value

Chapter review

Discussion questions

References and notes

3 Brand positioning

Preview

Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions

References and notes

4 Choosing brand elements to build brand equity

Preview

Criteria for choosing brand elements

Options and tactics for brand elements

Putting it all together

Chapter review

Discussion questions

References and notes

5 Designing marketing campaigns to build brand equity

Preview

New perspectives on marketing

Product strategy

Pricing strategy

Channel strategy

Chapter review

Discussion questions

References and notes

6 Integrating marketing campaigns to build brand equity

Preview

New media

Overview of marketing communication options

Developing integrated marketing communication campaigns

Chapter review

Discussion questions

References and notes

7 Using secondary brand associations to build brand equity

Preview

Conceptualising the process

Company

Country of origin and other geographical areas

Channels of distribution

Co-branding

Licensing

Celebrity endorsement

Sporting, cultural and other events

Third-party sources

Chapter review

Discussion questions

References and notes

8 Developing a brand equity measurement and management system

Preview

The new accountability

The brand value chain

Brand audits

Designing brand tracking studies

Establishing a brand equity management system

Chapter review

Discussion questions

References and notes

9 Measuring sources of brand equity: capturing the customer mindset

Preview

Qualitative research techniques

Zaltman Metaphor Elicitation Technique

Quantitative researchtechniques

Comprehensive models of consumer-based equity

Chapter review

Discussion questions

References and notes

10 Measuring outcomes of brand equity: capturing market performance

Preview

Comparative methods

Holistic methods

Chapter review

Discussion questions

References and notes

11 Designing and implementing branding strategies

Preview

Brand architecture

Brand hierarchy

Designing a branding strategy

Using cause marketing to build brand equity

Chapter review

Discussion questions

References and notes

12 Introducing and naming products and brand extensions

Preview

New products and brand extensions

Advantages of extensions

Disadvantages of brand extensions

Understanding how consumers evaluate brand extensions

Evaluating brand extension opportunities

Extension guidelines built on academic research

Chapter review

Discussion questions

References and notes

13 Managing brands over time

Preview

Reinforcing brands

Revitalizing brands

Adjustments to the brand portfolio

Chapter review

Discussion questions

References and notes

14 Managing brands over geographic boundaries and market segments

Preview

Rationale for going international

Advantages of global marketing campaigns

Disadvantages of global marketing campaigns

Standardization versus customisation

Global brand strategy

Building global customer-based brand equity

Chapter review

Discussion questions

References and notes

15 Closing observations

Preview

Strategic brand management guidelines

What makes a strong brand?

Special applications

Future brand priorities

Chapter review

Discussion questions

References and notes

Additional information

GOR005920652
Strategic Brand Management: A European Perspective by Kevin Lane Keller
Kevin Lane Keller
Used - Very Good
Paperback
Pearson Education Limited
2011-11-29
968
0273737872
9780273737872
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.