Strategic brand management: building, measuring, and managing brand equity
Author: Keller, Kevin Lane Publisher: Prentice Hall, 2008.Edition: 3rd ed.Language: EnglishDescription: 692 p. : Graphs/Ill./Photos ; 26 cm.ISBN: 0131888595 ; 0132336227Type of document: BookNote: ISBN 0132336227 is paperback editionBibliography/Index: Includes bibliographical references and index
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Asia Campus Textbook Collection |
HF5415.3 .K45 2008
(Browse shelf) 900177054 |
Consultation only | 900177054 | ||||
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Asia Campus Textbook Collection |
HF5415.3 .K45 2008
(Browse shelf) 900195959 |
Available | 900195959 | ||||
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Europe Campus Main Collection |
HF5415.3 .K45 2008
(Browse shelf) 32419001196108 |
Available | 32419001196108 | ||||
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Europe Campus Main Collection |
HF5415.3 .K45 2008
(Browse shelf) 32419001225204 |
Available | 32419001225204 | ||||
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Middle East Campus Textbook Collection |
HF5415.3 .K45 2008
(Browse shelf) 500014729 |
Available | 500014729 | ||||
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Middle East Campus Textbook Collection |
HF5415.3 .K45 2008
(Browse shelf) 500001804 |
Available | 500001804 |
ISBN 0132336227 is paperback edition
Includes bibliographical references and index
Digitized
Strategic Brand Management Building, Measuring, and Managing Brand Equity Brief Contents Part I: Opening Perspectives 1 Chapter 1 Brands and Brand Management 1 Part II: Identifying and Establishing Brand Positioning and Values 47 Chapter 2 Customer-Based Brand Equity 47 Chapter 3 Brand Positioning 97 Part III: Planning and Implementing Brand Marketing Programs 139 Chapter 4 Choosing Brand Elements to Build Brand Equity 139 Chapter 5 Designing Marketing Programs to Build Brand Equity 184 Chapter 6 Integrating Marketing Communications to Build Brand Equity 229 Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 279 Part IV: Measuring and Interpreting Brand Performance 315 Chapter 8 Developing a Brand Equity Measurement and Management System 315 Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 353 Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 402 Part V: Growing and Sustaining Brand Equity 432 Chapter 11 Designing and Implementing Branding Strategies 432 Chapter 12 Introducing and Naming New Products and Brand Extensions 489 Chapter 13 Managing Brands over Time 546 Chapter 14 Managing Brands over Geographic Boundaries and Market Segments 588 Part VI: Closing Perspectives 635 Chapter 15 Closing Observations 635
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