Aktion	Zweigstelle	Standorte	Status	Frist	Vorbestellungen
Vorbestellen	Zweigstelle: 07., Urban-Loritz-Pl. 2a	Standorte: GW.BAB FS.E Kell / College 6e - Englisch	Status: Verfügbar	Frist:	Vorbestellungen: 0

 

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 /