Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
Look up keyword
Like this
14Activity
0 of .
Results for:
No results containing your search query
P. 1
Strategic Brand Management- Keller

Strategic Brand Management- Keller

Ratings:
(0)
|Views: 920|Likes:
Published by misumuz
Strategic Brand Management provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Strategic Brand Management provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

More info:

Published by: misumuz on Apr 22, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
See more
See less

10/22/2013

 
----
STRATEGIC
BRAND
MANAGEMENT
BUIlDING,
~ 1 t A S U R I N G ,
 
AND
MANAGING
BRAND
fQUITY
THIRD
EDITION
Kevin Lane Keller
Amos Tuck School
of
BusinessDartmouth College
PEARSON
Prentice
Pearson Education International
Hall
 
BRIEF
CONTENTS
Part I:
Opening
Perspectives 1
Chapter 1 Brands and Brand
Management
Part II:
Identifying
and Establishing Brand
Positioning
and Values 47
Chapter 2 Customer-Based Brand Equity
47
Chapter 3 Brand Positioning 97
Part III: Planning and
Implementing
Brand
Marketing
Programs 139
Chapter 4 Choosing Brand Elements
to
Build Brand Equity 139Chapter 5Designing
Marketing
Programs
to
Build BrandEquity 184Chapter 6
IntegratingMarketing
Communications
to
BuildBrand Equity 229Chapter 7Leveraging Secondary Brand Associations
to
BuildBrand Equity 279
Part IV:
Measuring and
Interpreting
Brand Performance 315
Chapter 8 Developing a Brand Equity
Measurement
and
Management
System 315Chapter 9 Measuring Sources
of
Brand Equity:
Capturing
CustomerMind-Set 353Chapter
10
Measuring Outcomes
of
Brand Equity:
Capturing
Market
Performance 402
Part V:
Growing
and Sustaining Brand
Equity
432
Chapter
11
Designing and
Implementing
BrandingStrategies 432Chapter
12
Introducing
and l'Jaming
New
Products and BrandExtensions 489Chapter 13
Managing
Brands over Time 546Chapter
14
Managing
Brands
over
Geographic Boundaries and
Market
Segments 588
Part VI: Closing Perspectives 635
Chapter
15
Closing Observations 635
iv
 
Prologue: Branding Is
Not
Rocket Science
xiv
Acknowledgments xx
About
the
Author
xxi
Preface xv
Part I: Opening Perspectives 1
Chapter 1
Brands and Brand
Management
1
Preview 2What Is a Brand? 2
Brands
versus
Products
3
Why Do Brands Matter? 6
Consumers
6
Firms
9
Can Everything Be Branded? 10
Physical Goods
11
Services
15
Retailers
and
Distributors
17
Online Products
and Services
19
People
and
Organizations
21
Sports,
Arts,
and
Entertainment
23
Geographic Locations
25
Ideas
and
Causes
26
What Are the Strongest
Brands?
27Branding Challenges and Opportunities 30
Savvy
Customers
30
Brand
Proliferation
35
Media Fragmentation
35
Increased
Competition
36
Increased
Costs
36
Greater
Accountability
36
The Brand Equity Concept 37Strategic Brand Management
Process
38
Identifying
and
Establishing
Brand
Positioning
38
Planning
and
Implementing
Brand
Marketing
Programs
39
Measuring
and
Interpreting
Brand Performance
40
Growing
and
Sustaining
Brand
Equity
41
Review
42
Discussion
Questions
42
Brand
Focus
1.0 Historical
Origins
of
Branding
43
v

Activity (14)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
iitrbat liked this
Rajvendra Singh liked this
prince185 liked this
Oana Vaideanu liked this
Ryan Doran liked this
nisarg_ liked this
Sonali Saxena liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->