Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

Format:

Book

Author/Creator:

Keller, Kevin Lane, 1956-

Contributor:

Hazel M. Hussong Fund.

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Markalı ürünler--Yönetim.

Reklam.

Local Subjects:

Markalı ürünler--Yönetim.

Reklam.

Physical Description:

xxi, 692 pages : color illustrations ; 27 cm

Edition:

Third edition.

Place of Publication:

Upper Saddle River, NJ : Pearson/Prentice Hall, [2008]

Summary:

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term "profitability" of specific brand strategies. Finely focused on " how-to" and " why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 "Branding Briefs" that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi' s Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers

Contents:

Pt. I. Opening perspectives

Ch. 1. Brands and brand management

Pt. II. Identifying and establishing brand positioning and values

Ch. 2. Customer-based brand equity

Ch. 3. Brand positioning

Pt. III. Planning and implementing brand marketing programs

Ch. 4. Choosing brand elements to build brand equity

Ch. 5. Designing marketing programs to build brand equity

Ch. 6. Integrating marketing communications to build brand equity

Ch. 7. Leveraging secondary brand associations to build brand equity

Pt. IV. Measuring and interpreting brand performance

Ch. 8. Developing a brand equity measurement and management system

Ch. 9. Measuring sources of brand equity : capturing customer mind-set

Ch. 10. Measuring outcomes of brand equity : capturing market performance

Pt. V. Growing and sustaining brand equity

Ch. 11. Designing and implementing branding strategies

Ch. 12. Introducing and naming new products and brand extensions

Ch. 13. Managing brands over time

Ch. 14. Managing brands over geographic boundaries and market segments

Pt. VI. Closing perspectives

Ch. 15. Closing observations.

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Hazel M. Hussong Fund.

ISBN:

9780131888593

0131888595

0132336227

9780132336222

OCLC:

80461138