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Strategic Brand Management
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STRATEGIC BRAND MANAGEMENT

EBOOK BY KELLER, KEVIN;
ISBN
9780273780045
IMPRINT
PEARSON
 
 
EDITION
GLOBAL ED OF 4TH REVISED ED
PUBLISHER
PEARSON
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FORMAT
EBOOK
PAGES
600 pages
PUBLICATION DATE
15 NOV 2012

DESCRIPTION

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. 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.

CONTENTS

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