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

By: Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2003.Edition: 2nd edDescription: xxvii, 788 p. : ill., facsims. 24 cmISBN:
  • 9780131105836
  • 9780131105836
Subject(s):
Partial contents:
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
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General General ATU Dublin Road General Shelves Check catalogue for eBook edition 658.827 KEL (Browse shelf(Opens below)) Available J128528

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.

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