Notre Dame London: Fischer Hall Library
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Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

By: Keller, Kevin Lane, 1956- [author.]Series: Always learningPublisher: Harlow, Essex : Pearson, [2013]Edition: 4e, Global editionDescription: 1 online resource (590 pages) : illustrations (some color)Content type: text Media type: computer Carrier type: online resourceISBN: 9780273780045; 0273780042Subject(s): Brand name products -- Management | Brand name products -- Management | BUSINESS & ECONOMICS / Industrial Management | BUSINESS & ECONOMICS / Management | BUSINESS & ECONOMICS / Management Science | BUSINESS & ECONOMICS / Organizational BehaviorGenre/Form: Electronic books.DDC classification: 658.8/27 LOC classification: HD69.B7 | K45 2013
Partial contents:
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.
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Holdings
Item type Current library Class number Status Date due Barcode Item reservations
Book-Reference Book-Reference Fischer Hall Library
Reference 		HD69.B7 K45 2013 (Browse shelf(Opens below)) Withdrawn Not for loan B012764
Total reservations: 0

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.