Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Produktdetaljer
For courses in brand management.
Create profitable brand strategies by building, measuring, and managing brand equity
Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.
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- PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
- 1. Brands and Brand Management
- PART II: DEVELOPING A BRAND STRATEGY
- 2. Customer-Based Brand Equity and Brand Positioning
- 3. Brand Resonance and Brand Value Chain
- PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
- 4. Choosing Brand Elements to Build Brand Equity
- 5. Designing Marketing Programs to Build Brand Equity
- 6. Integrating Marketing Communications to Build Brand Equity
- 7. Branding in the Digital Era
- 8. Leveraging Secondary Brand Associations to Build Brand Equity
- PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE
- 9. Developing a Brand Equity Measurement and Management System
- 10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set
- 11. Measuring Outcomes of Brand Equity: Capturing Market Performance
- PART V: GROWING AND SUSTAINING BRAND EQUITY
- 12. Designing and Implementing Brand Architecture Strategies
- 13. Introducing and Naming New Products and Brand Extensions
- 14. Managing Brands Over Time
- 15. Managing Brands Over Geographic Boundaries and Market Segments
- PART VI: CLOSING PERSPECTIVES
- 16. Closing Observations
A solid branding framework helps students recognize, explain, and measure brand equity.
- A focus on customer-based brand equity, including its definition; sources and outcomes; and tactical guidelines about how to build, measure, and manage brand equity, helps students interpret the potential effects and trade-offs of strategies and practices for managing brands. Giving students a solid foundation allows for the broad exploration of a complicated subject.
A new author incorporates her experiences and insights into the narrative and applications.
- New - Co-author and award-winning scholar, professor, and branding consultant Vanitha Swaminathan joins Kevin Lane Keller -- one of the international leaders in the study of strategic brand management and integrated marketing communications, in this 5th Edition.
Helpful tools show students how to lay the branding groundwork and create profitable brand strategies.
- New and Updated - Numerous real-life examples illuminate the discussion of virtually every topic, while more than 100 Branding Briefs and cases provide more in-depth examination of selected topics or brands.
- New and Updated - The Science of Branding boxes highlight the latest academic research on key topics, using accessible, jargon-free language.
- New and Updated - In-depth timelines on innovative brands and companies, including Amazon, Google, Apple, Mountain Dew, Harley Davidson, and Burberry, trace key developments in the history of these mega-brands.
Coverage of important branding topics keeps students abreast of current industry practices.
- New and Updated - Research on and discussion of the latest branding tactics range from attribution modeling and social listening, to online brand engagement and influencer marketing.
- New - Important branding topics include netnography as a research technique, new capabilities for brand marketers, digital platform brands, digital native vertical brands, marketing to bicultural consumers, and managing brand crises in the social media era.
- Updated - Brand Focus in every chapter delves into detail on specific branding-related topics such as brand audits, private labels, legal issues, and more.
A new author incorporates her experiences and insights into the narrative and applications.
- Co-author and award-winning scholar, professor, and branding consultant Vanitha Swaminathan joins Kevin Lane Keller -- one of the international leaders in the study of strategic brand management and integrated marketing communications, in this 5th Edition.
Helpful tools show students how to lay the branding groundwork and create profitable brand strategies.
- Numerous real-life examples illuminate the discussion of virtually every topic, while more than 100 Branding Briefs and cases provide more in-depth examination of selected topics or brands.
- The Science of Branding boxes highlight the latest academic research on key topics, using accessible, jargon-free language.
- In-depth timelines on innovative brands and companies, including Amazon, Google, Apple, Mountain Dew, Harley Davidson, and Burberry, trace key developments in the history of these mega-brands.
Coverage of important branding topics keeps students abreast of current industry practices.
- Research on and discussion of the latest branding tactics range from attribution modeling and social listening, to online brand engagement and influencer marketing.
- Important branding topics include netnography as a research technique, new capabilities for brand marketers, digital platform brands, digital native vertical brands, marketing to bicultural consumers, and managing brand crises in the social media era.
- Brand Focus in every chapter delves into detail on specific branding-related topics such as brand audits, private labels, legal issues, and more.