Develop your students' brand management skills with practical insights from the industryStrategic Brand Management, 2nd edition, equips your students with the tools and knowledge to implement successful brand strategy. With activities to guide their learning, the text teaches your students to make business decisions like real managers.

Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements Brands and brand management PreviewWhat is a brand?Why do brands matter?Can anything be branded?What are the strongest brands?Branding challenges and opportunitiesThe brand equity conceptStrategic brand management processChapter reviewDiscussion questionsReferences and notes Customer-based brand equity PreviewCustomer-based brand equityMaking a brand strong: brand knowledgeSources of brand equityFour steps to building a brandBrand building blocksCreating brand valueChapter reviewDiscussion questionsReferences and notes Brand positioning PreviewIdentifying and establishing brand positioningPositioning guidelinesDefining and establishing brand mantrasChapter reviewDiscussion questionsReferences and notes Choosing brand elements to build brand equity PreviewCriteria for choosing brand elementsOptions and tactics for brand elementsPutting it all togetherChapter reviewDiscussion questionsReferences and notes Designing marketing campaigns to build brand equity PreviewNew perspectives on marketingProduct strategyPricing strategyChannel strategyChapter reviewDiscussion questionsReferences and notes Integrating marketing campaigns to build brand equity PreviewNew mediaOverview of marketing communication optionsDeveloping integrated marketing communication campaignsChapter reviewDiscussion questionsReferences and notes Using secondary brand associations to build brand equity PreviewConceptualising the processCompanyCountry of origin and other geographical areasChannels of distributionCo-brandingLicensingCelebrity endorsementSporting, cultural and other eventsThird-party sourcesChapter reviewDiscussion questionsReferences and notes Developing a brand equity measurement and management system PreviewThe new accountabilityThe brand value chainBrand auditsDesigning brand tracking studiesEstablishing a brand equity management systemChapter reviewDiscussion questionsReferences and notes Measuring sources of brand equity: capturing the customer mindset PreviewQualitative research techniquesZaltman Metaphor Elicitation TechniqueQuantitative researchtechniquesComprehensive models of consumer-based equityChapter reviewDiscussion questionsReferences and notes Measuring outcomes of brand equity: capturing market performance PreviewComparative methodsHolistic methods Chapter reviewDiscussion questionsReferences and notes Designing and implementing branding strategies PreviewBrand architectureBrand hierarchyDesigning a branding strategyUsing cause marketing to build brand equityChapter reviewDiscussion questionsReferences and notes Introducing and naming products and brand extensions PreviewNew products and brand extensionsAdvantages of extensionsDisadvantages of brand extensionsUnder

Keller, Strategic Brand Management 2e  'Over the last 25 years ,   hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard.  This work is, quite simply, the best in its field.' John Murphy, founder of Interbrand (www.interbrand.com)   Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. New to this edition New ‘Brand Briefing’ case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin New online resources including more multiple choice questions to help you  assess your progress More coverage of channel management and B2B research on brands Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions. About the authors Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Tony Apéria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apéria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki. Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.    

Hallmark features of this title The text adopts a planned structure focusing on three key criteria: Depth: The content presented is consistent and cohesive throughout the text - well-grounded in the academic and practitioner literature.Breadth: The book covers interesting and essential topics for students of brand management as well as practising managers within the business environment.Relevance: The book demonstrates past and present marketing activities, events and case studies, from theory to practice. The content incorporates built-in study aids to support your students' understanding: Chapter Reviews summarise the themes and arguments discussed in each chapter.Discussion Questions at the end of each chapter test your students' understanding as they review what they have read.

New and updated features of this title Revisions to the text focus on making the material more accessible to an international audience Additional cases and examples from well known European brands are included to appeal to students outside the US.Inclusion of more Asian brands in the text gives the book international value to students beyond Europe. Updated information keeps the text fresh and relevant New Brand Briefings spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, & Ryanair.This edition offers further coverage of channel management and B2B research on brands, compared to the previous edition.