{"product_id":"strategic-brand-management-9780273737872","title":"Strategic Brand Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eKevin Lane Keller\u003c\/strong\u003e 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.'\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eDr Tony Apéria\u003c\/strong\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eMats Georgson\u003c\/strong\u003e leads the brand consultancy firm Georgson \u0026amp; 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cstrong\u003eTable of Contents\u003c\/strong\u003e  Guided tour  Preface  About the authors  Authors' acknowledgements  Publisher's acknowledgements  \u003col\u003e\u003cli\u003e\u003cstrong\u003eBrands and brand management\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eWhat is a brand?\u003c\/li\u003e\n\u003cli\u003eWhy do brands matter?\u003c\/li\u003e\n\u003cli\u003eCan anything be branded?\u003c\/li\u003e\n\u003cli\u003eWhat are the strongest brands?\u003c\/li\u003e\n\u003cli\u003eBranding challenges and opportunities\u003c\/li\u003e\n\u003cli\u003eThe brand equity concept\u003c\/li\u003e\n\u003cli\u003eStrategic brand management process\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questionsReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eCustomer-based brand equity\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eCustomer-based brand equity\u003c\/li\u003e\n\u003cli\u003eMaking a brand strong: brand knowledge\u003c\/li\u003e\n\u003cli\u003eSources of brand equity\u003c\/li\u003e\n\u003cli\u003eFour steps to building a brand\u003c\/li\u003e\n\u003cli\u003eBrand building blocks\u003c\/li\u003e\n\u003cli\u003eCreating brand value\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eBrand positioning\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eIdentifying and establishing brand positioning\u003c\/li\u003e\n\u003cli\u003ePositioning guidelines\u003c\/li\u003e\n\u003cli\u003eDefining and establishing brand mantras\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eChoosing brand elements to build brand equity\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eCriteria for choosing brand elements\u003c\/li\u003e\n\u003cli\u003eOptions and tactics for brand elements\u003c\/li\u003e\n\u003cli\u003ePutting it all together\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eDesigning marketing campaigns to build brand equity\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eNew perspectives on marketing\u003c\/li\u003e\n\u003cli\u003eProduct strategy\u003c\/li\u003e\n\u003cli\u003ePricing strategy\u003c\/li\u003e\n\u003cli\u003eChannel strategy\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eIntegrating marketing campaigns to build brand equity\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eNew media\u003c\/li\u003e\n\u003cli\u003eOverview of marketing communication options\u003c\/li\u003e\n\u003cli\u003eDeveloping integrated marketing communication campaigns\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eUsing secondary brand associations to build brand equity\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eConceptualising the process\u003c\/li\u003e\n\u003cli\u003eCompany\u003c\/li\u003e\n\u003cli\u003eCountry of origin and other geographical areas\u003c\/li\u003e\n\u003cli\u003eChannels of distribution\u003c\/li\u003e\n\u003cli\u003eCo-branding\u003c\/li\u003e\n\u003cli\u003eLicensing\u003c\/li\u003e\n\u003cli\u003eCelebrity endorsement\u003c\/li\u003e\n\u003cli\u003eSporting, cultural and other events\u003c\/li\u003e\n\u003cli\u003eThird-party sources\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eDeveloping a brand equity measurement and management system\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eThe new accountability\u003c\/li\u003e\n\u003cli\u003eThe brand value chain\u003c\/li\u003e\n\u003cli\u003eBrand audits\u003c\/li\u003e\n\u003cli\u003eDesigning brand tracking studies\u003c\/li\u003e\n\u003cli\u003eEstablishing a brand equity management system\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eMeasuring sources of brand equity: capturing the customer mindset\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eQualitative research techniques\u003c\/li\u003e\n\u003cli\u003eZaltman Metaphor Elicitation Technique\u003c\/li\u003e\n\u003cli\u003eQuantitative researchtechniques\u003c\/li\u003e\n\u003cli\u003eComprehensive models of consumer-based equity\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eMeasuring outcomes of brand equity: capturing market performance\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eComparative methods\u003c\/li\u003e\n\u003cli\u003eHolistic methods Chapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eDesigning and implementing branding strategies\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eBrand architecture\u003c\/li\u003e\n\u003cli\u003eBrand hierarchy\u003c\/li\u003e\n\u003cli\u003eDesigning a branding strategy\u003c\/li\u003e\n\u003cli\u003eUsing cause marketing to build brand equity\u003c\/li\u003e\n\u003cli\u003eChapter review\u003c\/li\u003e\n\u003cli\u003eDiscussion questions\u003c\/li\u003e\n\u003cli\u003eReferences and notes\u003c\/li\u003e\n\u003c\/ul\u003e  \u003col\u003e\u003cli\u003e\u003cstrong\u003eIntroducing and naming products and brand extensions\u003c\/strong\u003e\u003c\/li\u003e\u003c\/ol\u003e  \u003cul\u003e\n\u003cli\u003ePreview\u003c\/li\u003e\n\u003cli\u003eNew products and brand extensions\u003c\/li\u003e\n\u003cli\u003eAdvantages of extensions\u003c\/li\u003e\n\u003cli\u003eDisadvantages of brand extensions\u003c\/li\u003e\n\u003cli\u003eUnder\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Pearson Education","offers":[{"title":"Default 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