Library:
Madrid
London
Paris Champerret
Paris Montparnasse
Turin
- Item type
- Ebook
- Language
- English
- Publication year
- 2019
- Edition no.
- 5th ed.
- ISBN
- 978-1-292-31499-0
- Note
- Subjects
- BRAND - STRATEGY
For students, managers and senior executives studying Brand Management. Kellers market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include: (Source: Amazon)
PART I - STRATEGIC BRAND MANAGEMENT -- AN INTRODUCTION -- 1. Brands and Brand Management -- PART II - DEVELOPING A BRAND STRATEGY -- 2. Customer-Based Brand Equity and Brand Positioning -- 3. Brand Resonance and Brand Value Chain -- PART III - DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS -- 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. Branding in the Digital Era -- 8. Leveraging Secondary Brand Associations to Build Brand Equity -- PART IV - MEASURING AND INTERPRETING BRAND PERFORMANCE -- 9. Developing a Brand Equity Measurement and Management System -- 10. Measuring Sources of Brand Equity - Capturing Customer Mind-Set -- 11. Measuring Outcomes of Brand Equity - Capturing Market Performance -- PART V - GROWING AND SUSTAINING BRAND EQUITY -- 12. Designing and Implementing Brand Architecture Strategies -- 13. Introducing and Naming New Products and Brand Extensions -- 14. Managing Brands Over Time -- 15. Managing Brands Over Geographic Boundaries and Market Segments -- PART VI - CLOSING PERSPECTIVES -- 16. Closing Observations.
