Strategic brand management : building, measuring, and managing brand equity Kevin Lane Keller
Publication details: Perason Education South Asia 2008 New DelhiEdition: 3Description: 714 PaperISBN:- 978-81-317-1977-0
- 658.827
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| 658.827/ HAI/ 17344 BRAND FAILURES: | 658.827/ HAI/ 17345 BRAND SUCCESS: | 658.827/ HAI/ 17523 BRAND FAILURES: | 658.827/Kel/15640 Strategic brand management : | 658.827/Kel/15641 Strategic brand management : | 658.827/Kel/15642 Strategic brand management : | 658.827/Kel/15643 Strategic brand management : |
pt. I. Opening perspectives --
Ch. 1. Brands and brand management --
pt. II. Identifying and establishing brand positioning and values --
Ch. 2. Customer-based brand equity --
Ch. 3. Brand positioning --
pt. III. Planning and implementing brand marketing programs --
Ch. 4. Choosing brand elements to build brand equity --
Ch. 5. Designing marketing programs to build brand equity --
Ch. 6. Integrating marketing communications to build brand equity --
Ch. 7. Leveraging secondary brand associations to build brand equity --
pt. IV. Measuring and interpreting brand performance --
Ch. 8. Developing a brand equity measurement and management system --
Ch. 9. Measuring sources of brand equity : capturing customer mind-set --
Ch. 10. Measuring outcomes of brand equity : capturing market performance --
pt. V. Growing and sustaining brand equity --
Ch. 11. Designing and implementing branding strategies --
Ch. 12. Introducing and naming new products and brand extensions --Ch. 13. Managing brands over time --
Ch. 14. Managing brands over geographic boundaries and market segments --
pt. VI. Closing perspectives --
Ch. 15. Closing observations.
Incorporating the latest industry thinking and developments, this textbook provides an exploration of brands, brand equity, and strategic brand management and combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions, thus improving the long-term profitability of specific brand strategies.
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