Strategic Brand Management A European Perspective

Heftet / 2011 / Engelsk

Produktdetaljer

ISBN13
9780273737872
Publisert
2011
Utgave
2. utgave
Utgiver
Vendor
Financial Times Prentice Hall
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
968
Vekt
1790 gr
Høyde
246 mm
Bredde
188 mm
Tykkelse
48 mm
Se alle

Strategic Brand Management A European Perspective

Heftet / 2011 / Engelsk
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.
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Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for a broad exploration of a complicated subject.
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Table of Contents Guided tourPrefaceAbout the authorsAuthors' acknowledgementsPublisher's acknowledgements 1 Brands and brand managementPreviewWhat 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 2 Customer-based brand equityPreviewCustomer-based brand equityMaking a brand strong: brand knowledgeSources of brand equityFour steps to building a brandBrand building blocksCreating brand valueChapter reviewDiscussion questionsReferences and notes 3 Brand positioningPreviewIdentifying and establishing brand positioningPositioning guidelinesDefining and establishing brand mantrasChapter reviewDiscussion questionsReferences and notes 4 Choosing brand elements to build brand equityPreviewCriteria for choosing brand elementsOptions and tactics for brand elementsPutting it all togetherChapter reviewDiscussion questionsReferences and notes 5 Designing marketing campaigns to build brand equityPreviewNew perspectives on marketingProduct strategyPricing strategyChannel strategyChapter reviewDiscussion questionsReferences and notes 6 Integrating marketing campaigns to build brand equityPreview New mediaOverview of marketing communication optionsDeveloping integrated marketing communication campaignsChapter reviewDiscussion questionsReferences and notes 7 Using secondary brand associations to build brand equityPreviewConceptualising the processCompanyCountry of origin and other geographical areasChannels of distributionCo-brandingLicensingCelebrity endorsementSporting, cultural and other eventsThird-party sourcesChapter reviewDiscussion questionsReferences and notes 8 Developing a brand equity measurement and management systemPreviewThe new accountabilityThe brand value chainBrand auditsDesigning brand tracking studiesEstablishing a brand equity management systemChapter reviewDiscussion questionsReferences and notes 9 Measuring sources of brand equity: capturing the customer mindsetPreviewQualitative research techniquesZaltman Metaphor Elicitation TechniqueQuantitative researchtechniquesComprehensive models of consumer-based equityChapter reviewDiscussion questionsReferences and notes 10 Measuring outcomes of brand equity: capturing market performancePreviewComparative methodsHolistic methodsChapter reviewDiscussion questionsReferences and notes 11 Designing and implementing branding strategiesPreviewBrand architectureBrand hierarchyDesigning a branding strategyUsing cause marketing to build brand equityChapter reviewDiscussion questionsReferences and notes 12 Introducing and naming products and brand extensionsPreviewNew products and brand extensionsAdvantages of extensionsDisadvantages of brand extensionsUnderstanding how consumers evaluate brand extensionsEvaluating brand extension opportunitiesExtension guidelines built on academic researchChapter reviewDiscussion questionsReferences and notes13 Managing brands over timePreviewReinforcing brandsRevitalizing brandsAdjustments to the brand portfolioChapter reviewDiscussion questionsReferences and notes 14 Managing brands over geographic boundaries and market segmentsPreviewRationale for going internationalAdvantages of global marketing campaignsDisadvantages of global marketing campaignsStandardization versus customisationGlobal brand strategyBuilding global customer-based brand equityChapter reviewDiscussion questionsReferences and notes 15 Closing observationsPreviewStrategic brand management guidelinesWhat makes a strong brand?Special applicationsFuture brand prioritiesChapter reviewDiscussion questionsReferences and notes
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"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, "University of California at Berkeley," Author of Building Strong Brands "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, Vice President of Marketing and Research, "Levi's Brand U.S.A." "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" "Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." -- Liz Dolan, Vice President of Marketing Communication, "Nike, Inc." "Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should becongratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." -- Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, "Northwestern University" "The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that, need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." -- Dennis Carter, Vice President, Sales and Marketing, "Intel Corporation" "Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." -- Allen Adamson, Managing Director, "Landor Associates" "Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." -- Scott Bedbury, "CEO of Brandstream," author of A New Brand World "Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion."-- Joanne Bischmann, Vice President of Marketing, "Harley-Davidson Motor Company" "Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling case studies and best practices that bring this to life." -- Jim Stengel, Global Marketing Officer, "Procter & Gamble" "Kevin Keller provides masterful insights into total branding . . . from the finesse of brand building to the financial impact of success." -- Michael Dolan "In an ever fragmenting media world where connecting with consumers with the same or less marketing resources is the norm, Keller's practical approach to constructing integrated marketing communication plans will help marketers squeeze every ounce of value from their advertising budgets." -- Jan Valentic
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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.
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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. Dr Tony Aperia is Visiting Professor at Joenkoeping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field.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.
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Produktdetaljer

ISBN13
9780273737872
Publisert
2011
Utgave
2. utgave
Utgiver
Vendor
Financial Times Prentice Hall
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
968
Vekt
1790 gr
Høyde
246 mm
Bredde
188 mm
Tykkelse
48 mm
Se alle