Table of Contents
Part I:Opening Perspectives

Chapter 1 Brands and Brand Management

Part II: Identifying and Establishing Brand Positioning and Values

Chapter 2 Customer-Based Brand Equity

Chapter 3 Brand Positioning

Part III: Planning and Implementing Brand Marketing Programs

Chapter 4 Choosing Brand Elements to Build Brand Equity

Chapter 5 Designing Marketing Programs to Build Brand Equity

Chapter 6 Integrating Marketing Communications to Build Brand Equity

Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity

Part IV: Measuring and Interpreting Brand Performance

Chapter 8 Developing a Brand Equity Measurement and Management System

Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set

Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance

Part V: Growing and Sustaining Brand Equity

Chapter 11 Designing and Implementing Branding Strategies

Chapter 12 Introducing and Naming New Products and Brand Extensions

Chapter 13 Managing Brands over Time

Chapter 14 Managing Brands over Geographic Boundaries and Market Segments

Part VI: Closing Perspectives

Chapter 15 Closing Observations

Overview
Description
For students, managers and senior executives studying Brand Management.
Keller provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.



Supplement to Strategic Brand Management: Best Practice Cases in Branding, Strategic Brand Management, 4th Edition



A supplementary text to Strategic Brand Management, this title presents 16 case studies of the worlds strongest brands in addition to a host of brand management topics to provide relevant insight to the course. Features Features
Brand Equity. The concept of brand equity is the main focus of this book–andprovides students with a valuable perspective,and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.

Solid Content. This text provides insights into how to lay branding groundwork and create profitable brand strategies by building, measuring, and managing brand equity. The authors offer this information through two types of different approaches:

Three Questions. All the information in this text helps students answer the following three questions:
How can we create brand equity?
How can we measure brand equity?
How can we sustain brand equity to expand business opportunities?
Three Dimensions.
First the authors provide a framework that gives the definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure, and manage brand equity.
Besides offering information on broad, fundamentally important branding topics, this text also includes numerous science of branding boxes showing in-depth treatment of cutting-edge ideas and concepts.
To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands.
Depth: The material in this book is presented in the context of a conceptual framework that's comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature.
Breadth: This book covers all the topics that practicing managers and students of brand management found intriguing and/or important.

Relevance: This book is well-grounded in practice and easily related to past and present marketing activities, events and case studies.

New to This Edition
New and updated Branding Briefs and in-text examples:

May of the New Branding Briefs and numerous in-text examples have been added. The goal was to blend classic and contemporary examples, so many still-relevant and illuminating examples remain.



Additional academic references: As noted, the branding area continues to receive

concerted academic research attention. Accordingly, each chapter incorporates new references and sources for additional study.


Tighter chapters:

Chapters have been trimmed and large boxed material carefully screened to provide a snappier, more concise read.



Stronger visuals:

The text includes numerous engaging photos and graphics. These visuals highlight many of the important and interesting concepts and examples from the chapters.



Updated and new original cases:

To provide broader, more relevant coverage, four new cases have been added to the Best Practices in Branding casebook — Product (Red), King Arthur Flour, ESPN X Games, and Target. Each of 14 other cases has been significantly updated. All of the cases are considerably shorter and tighter. Collectively, these cases provide insights into the thinking and activities of some of the world’s best marketers while also highlighting the many challenges they still face.



Some of the specific new topics reviewed in depth in the 4th edition include:

· Marketing in a recession

· Brand communities

· Luxury branding

· Brand characters

· Brand personas

· Brand makeovers

· Shopper marketing

· Person branding

· Social currency

· Brand potential

· Brand extension scorecard

· Culture and branding

· Brand flashbacks

· Future brand priorities



Chapters 2 and 3 have been reorganized and updated to show how the brand positioning, brand resonance and brand value chain models are linked, providing a comprehensive set of tools to help readers understand how brand equity can be created and tracked



Chapter 6 has been reorganized and updated around four major marketing communication options: 1) Advertising and promotion; 2) Interactive marketing; 3) Events and experiences; and 4) Mobile marketing. Guidelines and examples are provided for each of the four options. Special attention is paid to the role of social media.



Chapters 9 and 10 has been updated to include much new material on industry models of brand equity and financial and valuation perspectives on branding.



Chapters 11 and 12 have been reorganized and updated to provide an in-depth three-step model of how to develop a brand architecture strategy. As part of these changes, a detailed brand extension scorecard is presented.



Chapter 14 has been updated to include much new material on developing markets.



Chapter 15 has been updated to include much new material on future brand priorities.