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

By: Material type: TextTextPublication details: Upper Saddle River, N.J. : Pearson/Prentice Hall, 2008.Edition: 3rd edDescription: xxi, 692 p. : col. ill. ; 26 cmISBN:
  • 9780132336222 (International edition)
  • 0132336227 (International edition)
Subject(s): DDC classification:
  • 658.827 KEL 22
Contents:
Pt. I. Opening perspectives -- Ch. 1. Brands and brand management -- Pt. II. Identifying and establishing brand positioning and values -- Ch. 2. Customer-based brand equity -- Ch. 3. Brand positioning -- Pt. III. Planning and implementing brand marketing programs -- Ch. 4. Choosing brand elements to build brand equity -- Ch. 5. Designing marketing programs to build brand equity -- Ch. 6. Integrating marketing communications to build brand equity -- Ch. 7. Leveraging secondary brand associations to build brand equity -- Pt. IV. Measuring and interpreting brand performance -- Ch. 8. Developing a brand equity measurement and management system -- Ch. 9. Measuring sources of brand equity : capturing customer mind-set -- Ch. 10. Measuring outcomes of brand equity : capturing market performance -- Pt. V. Growing and sustaining brand equity -- Ch. 11. Designing and implementing branding strategies -- Ch. 12. Introducing and naming new products and brand extensions.
Ch. 13. Managing brands over time -- Ch. 14. Managing brands over geographic boundaries and market segments -- Pt. VI. Closing perspectives -- Ch. 15. Closing observations.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)

Includes Bibliographical References and Index.

Pt. I. Opening perspectives -- Ch. 1. Brands and brand management -- Pt. II. Identifying and establishing brand positioning and values -- Ch. 2. Customer-based brand equity -- Ch. 3. Brand positioning -- Pt. III. Planning and implementing brand marketing programs -- Ch. 4. Choosing brand elements to build brand equity -- Ch. 5. Designing marketing programs to build brand equity -- Ch. 6. Integrating marketing communications to build brand equity -- Ch. 7. Leveraging secondary brand associations to build brand equity -- Pt. IV. Measuring and interpreting brand performance -- Ch. 8. Developing a brand equity measurement and management system -- Ch. 9. Measuring sources of brand equity : capturing customer mind-set -- Ch. 10. Measuring outcomes of brand equity : capturing market performance -- Pt. V. Growing and sustaining brand equity -- Ch. 11. Designing and implementing branding strategies -- Ch. 12. Introducing and naming new products and brand extensions.

Ch. 13. Managing brands over time -- Ch. 14. Managing brands over geographic boundaries and market segments -- Pt. VI. Closing perspectives -- Ch. 15. Closing observations.

There are no comments on this title.

to post a comment.