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Strategic Brand Management

by: Keller, Kevin

Strategic Brand Management

by: Keller, Kevin

ISBN 13:
9780130411501
ISBN 10:
0130411507
Edition: 2nd
Format: Hardcover
Copyright: 01/01/2008
Publisher: Pearson College Div
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Strategic Brand Management > ISBN13: 9780130411501

Summary

Written by today's leading authority in brand management and 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 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

Prologue.

I. OPENING PERSPECTIVES.

1. Brands and Brand Management.
2. Customer-Based Brand Equity.

II. BUILDING BRAND EQUITY.

3. Brand Positioning and Valves.
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. Leveraging Secondary Brand Knowledge to Build Brand Equity.

III. MEASURING BRAND EQUITY.

8. Developing Brand Equity Measurement and Management System.
9. Measuring Sources of Brand Equity.
10. Measuring Outcomes of Brand Equity.

IV. MANAGING BRAND EQUITY.

11. Design and Implementing Branding Strategies.
12. Introducing and Naming New Products and Brand Extensions.
13. Managing Brands Over Time.
14. Managing Brands Over Geographical Boundaries and Market Segments.

APPLICATIONS.

15. Closing Observations.
Epilogue.
Index.

Supplemental Materials

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