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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition de Kevin Lane Keller

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

Autor Kevin Lane Keller, Vanitha Swaminathan
en Limba Engleză Paperback – 15 aug 2019

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Specificații

ISBN-13: 9781292314969
ISBN-10: 1292314966
Pagini: 624
Dimensiuni: 214 x 270 x 24 mm
Greutate: 1.31 kg
Ediția:5th edition
Editura: Pearson
Colecția Pearson Higher Education

Cuprins

  • PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
  • 1. Brands and Brand Management
  • PART II: DEVELOPING A BRAND STRATEGY
  • 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