Strategic brand management :
Keller, Kevin Lane, 1956-
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller. - 4e, Global edition. - 1 online resource (590 pages) : illustrations (some color). - Always learning . - Always learning. .
Includes bibliographical references and index.
PART 1 OPENING PERSPECTIVES : Brands and brand management. PART 2 DEVELOPING A BRAND STRATEGY : Customer-based brand equity and brand positioning ; Brand resonance and the brand value chain. PART 3 DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS : Choosing brand elements to build equity ; Designing marketing programs to build brand equity ; Integrating marketing communications to build brand equity ; Leveraging secondary brand associations to build brand equity. PART 4 MEASURING AND INTERPRETING BRAND PERFORMANCE : Developing a brand equity measurement and management system ; Measuring sources of brand equity: capturing customer mind-set ; Measuring outcomes of brand equity: capturing market performance. PART 5 GROWING AND SUSTAINING BRAND EQUITY : Designing and implementing branding architecture strategies ; Introducing and naming new products and brand extensions ; Managing brands over time ; Managing brands over geographic boundaries and market segments. PART 6 CLOSING PERSPECTIVES : Closing observations.
9780273780045 0273780042
9780273780045 Ingram Content Group
GBB7J0384 bnb
Brand name products--Management.
Brand name products--Management.
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Electronic books.
HD69.B7 / K45 2013
658.8/27
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller. - 4e, Global edition. - 1 online resource (590 pages) : illustrations (some color). - Always learning . - Always learning. .
Includes bibliographical references and index.
PART 1 OPENING PERSPECTIVES : Brands and brand management. PART 2 DEVELOPING A BRAND STRATEGY : Customer-based brand equity and brand positioning ; Brand resonance and the brand value chain. PART 3 DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS : Choosing brand elements to build equity ; Designing marketing programs to build brand equity ; Integrating marketing communications to build brand equity ; Leveraging secondary brand associations to build brand equity. PART 4 MEASURING AND INTERPRETING BRAND PERFORMANCE : Developing a brand equity measurement and management system ; Measuring sources of brand equity: capturing customer mind-set ; Measuring outcomes of brand equity: capturing market performance. PART 5 GROWING AND SUSTAINING BRAND EQUITY : Designing and implementing branding architecture strategies ; Introducing and naming new products and brand extensions ; Managing brands over time ; Managing brands over geographic boundaries and market segments. PART 6 CLOSING PERSPECTIVES : Closing observations.
9780273780045 0273780042
9780273780045 Ingram Content Group
GBB7J0384 bnb
Brand name products--Management.
Brand name products--Management.
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Electronic books.
HD69.B7 / K45 2013
658.8/27