Keller, Kevin Lane,  1956- <br/><br/>
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. 
<br/><br/> 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." 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781292314969 (pbk.) 1292314966 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Management.
<br/><br/><label>LC Class. No.: </label>HD69.B7  / K45 2020