Description

For courses in brand management.
Create profitable brand strategies by building, measuring, and managing brand equity
Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.


Free instructor resources

PowerPoint slides for Strategic Brand Management

To access instructor resources you need to visit our global site here.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

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£72.99

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Paperback / softback by Kevin Keller , Vanitha Swaminathan

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Short Description:

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building,... Read more

    Publisher: Pearson Education Limited
    Publication Date: 15/08/2019
    ISBN13: 9781292314969, 978-1292314969
    ISBN10: 1292314966

    Number of Pages: 624

    Non Fiction , Business, Finance & Law

    Description

    For courses in brand management.
    Create profitable brand strategies by building, measuring, and managing brand equity
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.


    Free instructor resources

    PowerPoint slides for Strategic Brand Management

    To access instructor resources you need to visit our global site here.

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