Strategic brand management
building, measuring, and managing brand equity
Keller, Kevin Lane
1956-
creator
text
Upper Saddle River, NJ
Pearson/Prentice Hall
c2008
2008
monographic
eng
xxi, 692 p. : col. ill ; 26 cm.
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.
Kevin Lane Keller.
Includes bibliographical references and index.
HDR974
Brand name products
Management
9780132336222
101005
20170126095228.0
33012