Amazon cover image
Image from Amazon.com

Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

By: Material type: TextTextPublication details: Upper Saddle River, NJ : Pearson/Prentice Hall, c2008.Description: xxi, 692 p. : col. ill ; 26 cmISBN:
  • 9780132336222
Subject(s):
Contents:
I: Opening Perspectives CHAPTER 1Brands & Brand ManagementII: Identifying and Establishing Brand Positioning and Values CHAPTER 2Customer-Based Brand EquityCHAPTER 3Brand Positioning III: Planning and Implementing Brand Marketing Programs CHAPTER 4Choosing Brand Elements to Build Brand EquityCHAPTER 5 Designing Marketing Programs to Build Brand EquityCHAPTER 6Integrating Marketing Communications to Build Brand EquityCHAPTER 7Leveraging Secondary Brand Associations to Build Brand EquityIV: Measuring and Interpreting Brand Performance. CHAPTER 8Developing a Brand Equity Measurement and Management SystemCHAPTER 9Measuring Sources of Brand Equity: Capturing Customer MindsetCHAPTER10Measuring Outcomes of Brand Equity: Capturing Market PerformanceV: Growing and Sustaining Brand Equity.CHAPTER 11Designing and Implementing Branding StrategiesCHAPTER 12Introducing and Naming New Products and Brand ExtensionsCHAPTER 13Managing Brands over TimeCHAPTER 14Managing Brands over Geographic Boundaries and Market SegmentsVI: Closing PerspectivesCHAPTER 15 Closing Observations.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.827 KE ST (Browse shelf(Opens below)) Available T0040084
Browsing University of Wollongong in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
658.827 KA LU The luxury strategy : 658.827 KE BR The breakaway brand : 658.827 KE LL Kellogg on branding : 658.827 KE ST Strategic brand management : 658.827 KE ST Strategic brand management : 658.827 KE ST Strategic brand management : 658.827 KE ST Strategic brand management :

Includes bibliographical references and index.

I: Opening Perspectives CHAPTER 1Brands & Brand ManagementII: Identifying and Establishing Brand Positioning and Values CHAPTER 2Customer-Based Brand EquityCHAPTER 3Brand Positioning III: Planning and Implementing Brand Marketing Programs CHAPTER 4Choosing Brand Elements to Build Brand EquityCHAPTER 5 Designing Marketing Programs to Build Brand EquityCHAPTER 6Integrating Marketing Communications to Build Brand EquityCHAPTER 7Leveraging Secondary Brand Associations to Build Brand EquityIV: Measuring and Interpreting Brand Performance. CHAPTER 8Developing a Brand Equity Measurement and Management SystemCHAPTER 9Measuring Sources of Brand Equity: Capturing Customer MindsetCHAPTER10Measuring Outcomes of Brand Equity: Capturing Market PerformanceV: Growing and Sustaining Brand Equity.CHAPTER 11Designing and Implementing Branding StrategiesCHAPTER 12Introducing and Naming New Products and Brand ExtensionsCHAPTER 13Managing Brands over TimeCHAPTER 14Managing Brands over Geographic Boundaries and Market SegmentsVI: Closing PerspectivesCHAPTER 15 Closing Observations.

HDR974

There are no comments on this title.

to post a comment.