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Strategic brand management

building, measuring, and managing brand equity
Verfasser*in: Suche nach Verfasser*in Keller, Kevin Lane
Verfasser*innenangabe: Kevin Lane Keller
Jahr: 2013
Verlag: Boston, Mass. [u.a.], Pearson
Mediengruppe: Buch
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Inhalt

 
Verlagstext:
Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand. / "Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." — David Aaker, Professor of Marketing Strategy) / "After reading Strategic Brand Management, my `associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." — (Steve Goldstein) / "Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." — (Al Silk, Professor Emeritus, Harvard Business School)
 
/ AUS DEM INHALT: / / / 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 /
 

Details

Verfasser*in: Suche nach Verfasser*in Keller, Kevin Lane
Verfasser*innenangabe: Kevin Lane Keller
Jahr: 2013
Verlag: Boston, Mass. [u.a.], Pearson
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Systematik: Suche nach dieser Systematik GW.BAB, FS.E
Interessenkreis: Suche nach diesem Interessenskreis Sprache: Englisch
ISBN: 978-0-13-266425-7
2. ISBN: 978-0-273-77941-4
Beschreibung: 4. ed., global ed., 590 S. : Ill., graph. Darst.
Schlagwörter: Markenpolitik, Strategisches Management, Markenwert, Managementkonzept, Managementstrategie, Markenführung, Unternehmensstrategie
Suche nach dieser Beteiligten Person
Sprache: Englisch
Mediengruppe: Buch