000			02268cam a2200277Ii 4500
001			on1124742039
003			OCoLC
007			ta
008			200825s2020 enka b 001 0 eng d
020			_a9781292314969 (pbk.)
020			_a1292314966 (pbk.)
035			_a(OCoLC)1124742039
050			_aHD69.B7 _bK45 2020
100	1		_aKeller, Kevin Lane, _d1956-
245	1	0	_aStrategic brand management : _bbuilding, measuring, and managing brand equity / _cKevin Lane Keller, Vanitha Swaminathan.
250			_a5th ed., Global ed.
260			_aHarlow, England : _bPearson, _cc2020.
300			_a621 p. : _bcol. ill.
500			_aActually published in 2019.
500			_a"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."
504			_aIncludes bibliographical references and index.
505	2		_aPart 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.
650		4	_aBrand name products _xManagement.
700	1		_aSwaminathan, Vanitha.
942			_2lcc _cBK
999			_c730 _d730