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Book Synopsis


Table of Contents
  • 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

Strategic Brand Management Building Measuring and

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Order before 4pm today for delivery by Sat 20 Dec 2025.

A Paperback / softback by Kevin Keller, Vanitha Swaminathan

7 in stock


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

    Publisher: Pearson Education Limited
    Publication Date: 15/08/2019
    ISBN13: 9781292314969, 978-1292314969
    ISBN10: 1292314966
    Also in:
    Business, Finance & Law Management and management techniques Sales and marketing

    Description

    Book Synopsis


    Table of Contents
    • 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

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