TY  - BOOK
AU  - Keller,Kevin Lane
AU  - Swaminathan,Vanitha
TI  - Strategic brand management: building, measuring, and managing brand equity 
SN  - 9781292314969 (pbk.)
AV  - HD69.B7 K45 2020
PY  - 2020///
CY  - Harlow, England
PB  - Pearson
KW  - Brand name products
KW  - Management
N1  - 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
ER  -