Strategic Brand Management / Edition 3

by Kevin Lane Keller

Overview

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.

Product Details

ISBN-13:	9780131888593
Publisher:	Prentice Hall
Publication date:	06/27/2007
Series:	Pearson Custom Business Resources Series
Edition description:	REV
Pages:	720
Product dimensions:	8.20(w) x 10.10(h) x 1.10(d)

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