Strategic Brand Management : Building, Measuring, and Managing Brand Equity
ISBN: 9780131888593 | 0131888595
Edition: 3rdFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2008
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.
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" t... MORE
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" t... MORE
| Opening Perspectives | |
| Brands & Brand Management | |
| Identifying and Establishing Brand Positioning and Values | |
| Customer-Based Brand Equity | |
| Brand Positioning | |
| Planning and Implementing Brand Marketing Programs | |
| Choosing Brand Elements to Build Brand Equity | |
| Designing Marketing Programs to Build Brand Equity | |
| Integrating Marketing Commun... MORE | |
| Leveraging Secondary Brand Associations to Build Brand Equity | |
| Measuring and Interpreting Brand Performance | |
| Developing a Brand Equity Measurement and Management System | |
| Measuring Sources of Brand Equity: Capturing Customer Mindset | |
| Measuring Outcomes of Brand Equity: Capturing Market Performance | |
| Growing and Sustaining Brand Equity | |
| Designing and Implementing Branding Strategies | |
| Introducing and Naming New Products and Brand Extensions | |
| Managing Brands over Time | |
| Managing Brands over Geographic Boundaries and Market Segments | |
| Closing Perspectives | |
| Closing Observations | |
| Table of Contents provided by Publisher. All Rights Reserved. |
Related Products
Best Practice Cases in Brandin...
