Strategic Brand Management: International Edition
Autor Kevin Kelleren Limba Engleză Paperback – 31 ian 2007
Keller, Strategic Brand Management, 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
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Specificații
ISBN-13: 9780132336222
ISBN-10: 0132336227
Pagini: 720
Dimensiuni: 203 x 254 x 26 mm
Greutate: 1.1 kg
Ediția:3Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
ISBN-10: 0132336227
Pagini: 720
Dimensiuni: 203 x 254 x 26 mm
Greutate: 1.1 kg
Ediția:3Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
Cuprins
I: Opening Perspectives
CHAPTER 1
Brands & Brand Management
II: Identifying and Establishing Brand Positioning and Values
CHAPTER 2
Customer-Based Brand Equity
CHAPTER 3
Brand Positioning
III: Planning and Implementing Brand Marketing Programs
CHAPTER 4
Choosing Brand Elements to Build Brand Equity
CHAPTER 5
Designing Marketing Programs to Build Brand Equity
CHAPTER 6
Integrating Marketing Communications to Build Brand Equity
CHAPTER 7
Leveraging Secondary Brand Associations to Build Brand Equity
IV: Measuring and Interpreting Brand Performance.
CHAPTER 8
Developing a Brand Equity Measurement and Management System
CHAPTER 9
Measuring Sources of Brand Equity: Capturing Customer Mindset
CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance
V: Growing and Sustaining Brand Equity.
CHAPTER 11
Designing and Implementing Branding Strategies
CHAPTER 12
Introducing and Naming New Products and Brand Extensions
CHAPTER 13
Managing Brands over Time
CHAPTER 14
Managing Brands over Geographic Boundaries and Market Segments
VI: Closing Perspectives
CHAPTER 15
Closing Observations
CHAPTER 1
Brands & Brand Management
II: Identifying and Establishing Brand Positioning and Values
CHAPTER 2
Customer-Based Brand Equity
CHAPTER 3
Brand Positioning
III: Planning and Implementing Brand Marketing Programs
CHAPTER 4
Choosing Brand Elements to Build Brand Equity
CHAPTER 5
Designing Marketing Programs to Build Brand Equity
CHAPTER 6
Integrating Marketing Communications to Build Brand Equity
CHAPTER 7
Leveraging Secondary Brand Associations to Build Brand Equity
IV: Measuring and Interpreting Brand Performance.
CHAPTER 8
Developing a Brand Equity Measurement and Management System
CHAPTER 9
Measuring Sources of Brand Equity: Capturing Customer Mindset
CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance
V: Growing and Sustaining Brand Equity.
CHAPTER 11
Designing and Implementing Branding Strategies
CHAPTER 12
Introducing and Naming New Products and Brand Extensions
CHAPTER 13
Managing Brands over Time
CHAPTER 14
Managing Brands over Geographic Boundaries and Market Segments
VI: Closing Perspectives
CHAPTER 15
Closing Observations
Caracteristici
For students, managers and senior executives studying Brand Management.
A number of excellent books have been written about brands, but no book has really maximized those dimensions to the greatest possible extent, Strategic Brand Management sets the new standard.
Brands represent invaluable intangible assets, instructing “the brand” must pose considerable challenges? Are there important questions that you find don’t get answered in some books?
-The concept of brand equity is the main focus of this book—and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.
-Of course instructors have their own direction they would like to see the class go in, but laying the groundwork is imperative. In Strategic Brand Management we’ll provide insights into how to lay that groundwork and create profitable brand strategies by building, measuring, and managing brand equity.
Three Questions we ask!
1. How can we create brand equity?
2. How can we measure brand equity?
3. How can we sustain brand equity to expand business opportunities?
Three dimensions we accomplish!
1. First we develop a framework that provides a definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure and manage brand equity.
2. Besides these broad, fundamentally important branding topics, for completeness, numerous science of branding boxes provide in-depth treatment of cutting-edge ideas and concepts.
3. To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands.
Key points of differentiation
Depth: The material in the book had to be presented in the context of a conceptual framework that was comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature.
Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important.
Relevance: Finally, the book had to be well-grounded in practice and easily related to past and present marketing activities, events and case studies.
This text is available for personalization in the PHCBR custom database program. Select only the chapters you require or supplement with recommended case studies all under one cover. CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.
A number of excellent books have been written about brands, but no book has really maximized those dimensions to the greatest possible extent, Strategic Brand Management sets the new standard.
Brands represent invaluable intangible assets, instructing “the brand” must pose considerable challenges? Are there important questions that you find don’t get answered in some books?
-The concept of brand equity is the main focus of this book—and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.
-Of course instructors have their own direction they would like to see the class go in, but laying the groundwork is imperative. In Strategic Brand Management we’ll provide insights into how to lay that groundwork and create profitable brand strategies by building, measuring, and managing brand equity.
Three Questions we ask!
1. How can we create brand equity?
2. How can we measure brand equity?
3. How can we sustain brand equity to expand business opportunities?
Three dimensions we accomplish!
1. First we develop a framework that provides a definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure and manage brand equity.
2. Besides these broad, fundamentally important branding topics, for completeness, numerous science of branding boxes provide in-depth treatment of cutting-edge ideas and concepts.
3. To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands.
Key points of differentiation
Depth: The material in the book had to be presented in the context of a conceptual framework that was comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature.
Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important.
Relevance: Finally, the book had to be well-grounded in practice and easily related to past and present marketing activities, events and case studies.
This text is available for personalization in the PHCBR custom database program. Select only the chapters you require or supplement with recommended case studies all under one cover. CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.
Caracteristici noi
NEW!
1. Updated Branding Briefs and academic references. Over half the 100-plus branding briefs and other examples within the text have been replaced with more current material. The goal was to blend classic and contemporary examples, so some appropriate examples remain. The academic references throughout the book are newly updated.
2. Streamline Chapters. Lengthy passages and examples have been edited and the text now employs a more active voice.
3. Update original as well as introduce additional new cases. To provide broader, more relevant coverage, three new cases have been added to the Best Practices in Branding casebook–GE, American Express, and iPod. Each of the 12 other cases has been updated and more tightly edited.
4. Provide better presentation of text material and stronger supplementary support. The text now includes more colorful graphics. All critical figures are reprinted in the instructor’s manual, which as been expanded to provide more help for classroom instruction and guidance for experiential learning.
1. Updated Branding Briefs and academic references. Over half the 100-plus branding briefs and other examples within the text have been replaced with more current material. The goal was to blend classic and contemporary examples, so some appropriate examples remain. The academic references throughout the book are newly updated.
2. Streamline Chapters. Lengthy passages and examples have been edited and the text now employs a more active voice.
3. Update original as well as introduce additional new cases. To provide broader, more relevant coverage, three new cases have been added to the Best Practices in Branding casebook–GE, American Express, and iPod. Each of the 12 other cases has been updated and more tightly edited.
4. Provide better presentation of text material and stronger supplementary support. The text now includes more colorful graphics. All critical figures are reprinted in the instructor’s manual, which as been expanded to provide more help for classroom instruction and guidance for experiential learning.