Strategic brand management : building, measuring, and managing brand equality /

Keller, Kevin Lane, 1956-

Strategic brand management : building, measuring, and managing brand equality / Kevin Lane Keller. - 2nd ed. - Upper Saddle River, N.J. : Prentice Hall, c2003. - xxvii, 788 p. : ill., facsims. 24 cm

Includes bibliographical references and index.

1. Brands and Branding -- 2. Understanding Brand Equity -- 3. Creating Customer-Based Brand Equity -- 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 Associations to Build Brand Equity -- 8. The Brand Value Chain -- 9. Measuring Sources and Outcomes of Brand Equity -- 10. Brand Equity Measurement System -- 11. Branding Strategies -- 12. Introducing and Naming New Products and Brand Extensions -- 13. Managing Brands Over Time -- 14. Managing Brands Over Geographical Boundaries, Cultures, and Market Segments -- 15. Closing Observations

Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.

9780131105836 No price 9780131105836


Brand name products--Management
Product management.
Brand name products.
Business and Management.
Sales & marketing
Management & management techniques