'Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Management by Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.' John Murphy, founder of Interbrand. Develop your brand management skills with practical insights from the industry Strategic Brand Management: A European Perspective, 2nd edition, by Kevin Lane Keller, Tony Aperia, and Mats Georgson, aims to equip managers with the tools and understanding to be able to improve the long-term profitability of their brand strategy. This edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity. The 2nd edition contains a range of updated features to accommodate your learning, including: Additional cases and examples from well-known European brands are included to appeal to students outside the US. New Brand Briefings spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, & Ryanair Further coverage of channel management and B2B research on brands, compared to the previous edition. Combining practical insights with a strong theoretical foundation, this text will assist you in your day-to-day managerial decisions as well as long-term brand decisions.
Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements 1 Brands and brand managementPreview 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 equityPreview 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 positioningPreview 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 equityPreview 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 equityPreview New perspectives on marketing Product strategy Pricing strategy Channel strategy Chapter review Discussion questions References and notes 6 Integrating marketing campaigns to build brand equityPreview 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 equityPreview 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 systemPreview 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 mindsetPreview 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 performancePreview Comparative methods Holistic methods Chapter reviewDiscussion questions References and notes 11 Designing and implementing branding strategiesPreview 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 extensionsPreview 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 timePreview Reinforcing brands Revitalizing brands Adjustments to the brand portfolio Chapter review Discussion questions References and notes 14 Managing brands over geographic boundaries and market segmentsPreview 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 questionsReferences and notes 15 Closing observationsPreview Strategic brand management guidelines What makes a strong brand? Special applications Future brand priorities Chapter review Discussion questionsReferences and notes
Accessing your eBook through Kortext
Once purchased, you can view your eBook through the Kortext app, available to download for Windows, Android and iOS devices. Once you have downloaded the app, your eBook will be available on your Kortext digital bookshelf and can even be downloaded to view offline anytime, anywhere, helping you learn without limits.
In addition, you'll have access to Kortext's smart study tools including highlighting, notetaking, copy and paste, and easy reference export.
To download the Kortext app, head to your device's app store or visit https://app.kortext.com to sign up and read through your browser.
NB: eBook is only available for a single-user licence (i.e. not for multiple / networked users).
