Cover Image

Strategic Brand Management Building, Measuring, and Managing Brand Equity

Bibliographic Details
Main Author: Keller, Kevin Lane
Format: Book
Language:English
Published: New Delhi PHI Learning Private Limited 2008
Edition:3rd ed
Subjects:
Management
Brand Management
Brand Equity
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245 |a Strategic Brand Management  |b Building, Measuring, and Managing Brand Equity  |c by Kevin Lane Keller 
250 |a 3rd ed 
260 |a New Delhi  |b PHI Learning Private Limited  |c 2008 
300 |a xxi, 682p.  |b 25.5 cm. 
500 |a Includes Epilogue, Credits and Indexes 
505 |a Part I: Opening Perspectives Ch 1- Brands and Brand Management Part II: Identifying and Establishing Brand Positioning and Values Ch 2- Customer-Based Brand Equity Ch 3- Brand Positioning Part 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 Part 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 Part 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 Part VI: Closing Perspectives Ch 15-Closing Observations 
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