Description

Book Synopsis

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, 'Marketing Management.'

Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.



Table of Contents
Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements
  1. Brands and brand management
  • Preview
  • What is a brand?
  • Why do brands matter?
  • Can anything be branded?
  • What are the strongest brands?
  • Branding challenges and opportunities
  • The brand equity concept
  • Strategic brand management process
  • Chapter review
  • Discussion questionsReferences and notes
  1. Customer-based brand equity
  • Preview
  • Customer-based brand equity
  • Making a brand strong: brand knowledge
  • Sources of brand equity
  • Four steps to building a brand
  • Brand building blocks
  • Creating brand value
  • Chapter review
  • Discussion questions
  • References and notes
  1. Brand positioning
  • Preview
  • Identifying and establishing brand positioning
  • Positioning guidelines
  • Defining and establishing brand mantras
  • Chapter review
  • Discussion questions
  • References and notes
  1. Choosing brand elements to build brand equity
  • Preview
  • Criteria for choosing brand elements
  • Options and tactics for brand elements
  • Putting it all together
  • Chapter review
  • Discussion questions
  • References and notes
  1. Designing marketing campaigns to build brand equity
  • Preview
  • New perspectives on marketing
  • Product strategy
  • Pricing strategy
  • Channel strategy
  • Chapter review
  • Discussion questions
  • References and notes
  1. Integrating marketing campaigns to build brand equity
  • Preview
  • New media
  • Overview of marketing communication options
  • Developing integrated marketing communication campaigns
  • Chapter review
  • Discussion questions
  • References and notes
  1. Using secondary brand associations to build brand equity
  • Preview
  • Conceptualising the process
  • Company
  • Country of origin and other geographical areas
  • Channels of distribution
  • Co-branding
  • Licensing
  • Celebrity endorsement
  • Sporting, cultural and other events
  • Third-party sources
  • Chapter review
  • Discussion questions
  • References and notes
  1. Developing a brand equity measurement and management system
  • Preview
  • The new accountability
  • The brand value chain
  • Brand audits
  • Designing brand tracking studies
  • Establishing a brand equity management system
  • Chapter review
  • Discussion questions
  • References and notes
  1. Measuring sources of brand equity: capturing the customer mindset
  • Preview
  • Qualitative research techniques
  • Zaltman Metaphor Elicitation Technique
  • Quantitative researchtechniques
  • Comprehensive models of consumer-based equity
  • Chapter review
  • Discussion questions
  • References and notes
  1. Measuring outcomes of brand equity: capturing market performance
  • Preview
  • Comparative methods
  • Holistic methods Chapter review
  • Discussion questions
  • References and notes
  1. Designing and implementing branding strategies
  • Preview
  • Brand architecture
  • Brand hierarchy
  • Designing a branding strategy
  • Using cause marketing to build brand equity
  • Chapter review
  • Discussion questions
  • References and notes
  1. Introducing and naming products and brand extensions
  • Preview
  • New products and brand extensions
  • Advantages of extensions
  • Disadvantages of brand extensions
  • Under

Strategic Brand Management

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    £78.99

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    Order before 4pm today for delivery by Wed 10 Jun 2026.

    A Paperback by Kevin Lane Keller, Tony Aperia, Mats Georgson

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      View other formats and editions of Strategic Brand Management by Kevin Lane Keller

      Publisher: Pearson Education
      Publication Date: 12/6/2011 12:00:00 AM
      ISBN13: 9780273737872, 978-0273737872
      ISBN10: 0273737872
      Also in:
      Business, Finance & Law Sales and marketing Sales and marketing management

      Description

      Book Synopsis

      Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, 'Marketing Management.'

      Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.

      Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.



      Table of Contents
      Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements
      1. Brands and brand management
      • Preview
      • What is a brand?
      • Why do brands matter?
      • Can anything be branded?
      • What are the strongest brands?
      • Branding challenges and opportunities
      • The brand equity concept
      • Strategic brand management process
      • Chapter review
      • Discussion questionsReferences and notes
      1. Customer-based brand equity
      • Preview
      • Customer-based brand equity
      • Making a brand strong: brand knowledge
      • Sources of brand equity
      • Four steps to building a brand
      • Brand building blocks
      • Creating brand value
      • Chapter review
      • Discussion questions
      • References and notes
      1. Brand positioning
      • Preview
      • Identifying and establishing brand positioning
      • Positioning guidelines
      • Defining and establishing brand mantras
      • Chapter review
      • Discussion questions
      • References and notes
      1. Choosing brand elements to build brand equity
      • Preview
      • Criteria for choosing brand elements
      • Options and tactics for brand elements
      • Putting it all together
      • Chapter review
      • Discussion questions
      • References and notes
      1. Designing marketing campaigns to build brand equity
      • Preview
      • New perspectives on marketing
      • Product strategy
      • Pricing strategy
      • Channel strategy
      • Chapter review
      • Discussion questions
      • References and notes
      1. Integrating marketing campaigns to build brand equity
      • Preview
      • New media
      • Overview of marketing communication options
      • Developing integrated marketing communication campaigns
      • Chapter review
      • Discussion questions
      • References and notes
      1. Using secondary brand associations to build brand equity
      • Preview
      • Conceptualising the process
      • Company
      • Country of origin and other geographical areas
      • Channels of distribution
      • Co-branding
      • Licensing
      • Celebrity endorsement
      • Sporting, cultural and other events
      • Third-party sources
      • Chapter review
      • Discussion questions
      • References and notes
      1. Developing a brand equity measurement and management system
      • Preview
      • The new accountability
      • The brand value chain
      • Brand audits
      • Designing brand tracking studies
      • Establishing a brand equity management system
      • Chapter review
      • Discussion questions
      • References and notes
      1. Measuring sources of brand equity: capturing the customer mindset
      • Preview
      • Qualitative research techniques
      • Zaltman Metaphor Elicitation Technique
      • Quantitative researchtechniques
      • Comprehensive models of consumer-based equity
      • Chapter review
      • Discussion questions
      • References and notes
      1. Measuring outcomes of brand equity: capturing market performance
      • Preview
      • Comparative methods
      • Holistic methods Chapter review
      • Discussion questions
      • References and notes
      1. Designing and implementing branding strategies
      • Preview
      • Brand architecture
      • Brand hierarchy
      • Designing a branding strategy
      • Using cause marketing to build brand equity
      • Chapter review
      • Discussion questions
      • References and notes
      1. Introducing and naming products and brand extensions
      • Preview
      • New products and brand extensions
      • Advantages of extensions
      • Disadvantages of brand extensions
      • Under

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