Strategic brand management : building, measuring, and managing brand equity /
Keller, Kevin Lane, 1956-
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan. - 5th ed., Global ed. - Harlow, England : Pearson, c2020. - 621 p. : col. ill.
Actually published in 2019. "Authorized adaptation from the United States edition, entitled Strategic brand management : building, measuring, and managing brand equity, 5th edition, ISBN 9780134892498, by Kevin Lane Keller and Vanitha Swaminathan, published by Pearson Education ©2020."
Includes bibliographical references and index.
Part I: Opening perspectives -- 1. Brands and brand management -- Part II: Developing a brand strategty -- 2. Customer-based brand equity and brand positioning -- 3. Brand resonance and brand value chain -- Part III: Designing and implementing brand marketing programs -- 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. Branding in the digital era -- 8. Leveraging secondary brand associations to build brand equity -- Part IV: Measuring and interpreting brand performance -- 9. Developing a brand equity measurement and management system -- 10. Measuring sources of brand equity: capturing customer mind-set -- 11. Measuring outcomes of brand equity: capturing market performance -- Part V: Growing and sustaining brand equity -- 12. Designing and implementing brand architecture strategies -- 13. Introducing and naming new products and brand extensions -- 14. Managing brands over time -- 15. Managing brands over geographic boundaries and market segments -- Part VI: Closing perspectives -- 16. Closing observations.
9781292314969 (pbk.) 1292314966 (pbk.)
Brand name products--Management.
HD69.B7 / K45 2020
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan. - 5th ed., Global ed. - Harlow, England : Pearson, c2020. - 621 p. : col. ill.
Actually published in 2019. "Authorized adaptation from the United States edition, entitled Strategic brand management : building, measuring, and managing brand equity, 5th edition, ISBN 9780134892498, by Kevin Lane Keller and Vanitha Swaminathan, published by Pearson Education ©2020."
Includes bibliographical references and index.
Part I: Opening perspectives -- 1. Brands and brand management -- Part II: Developing a brand strategty -- 2. Customer-based brand equity and brand positioning -- 3. Brand resonance and brand value chain -- Part III: Designing and implementing brand marketing programs -- 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. Branding in the digital era -- 8. Leveraging secondary brand associations to build brand equity -- Part IV: Measuring and interpreting brand performance -- 9. Developing a brand equity measurement and management system -- 10. Measuring sources of brand equity: capturing customer mind-set -- 11. Measuring outcomes of brand equity: capturing market performance -- Part V: Growing and sustaining brand equity -- 12. Designing and implementing brand architecture strategies -- 13. Introducing and naming new products and brand extensions -- 14. Managing brands over time -- 15. Managing brands over geographic boundaries and market segments -- Part VI: Closing perspectives -- 16. Closing observations.
9781292314969 (pbk.) 1292314966 (pbk.)
Brand name products--Management.
HD69.B7 / K45 2020