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

Strategic Brand Management Building Measuring and

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    A Paperback / softback by Kevin Keller, Vanitha Swaminathan

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      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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