Strategic brand management : building, measuring, and managing brand equity

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Title:

Author:

Keller, Kevin Lane, 1956-

ISBN:

9780130411501

9780131006706

9780131764194

9780131105836

Personal Author:

Keller, Kevin Lane, 1956-

Edition:

2nd ed.

Publication Information:

Physical Description:

xxvii, 788 pages : illustrations ; 24 cm

Contents:

Opening perspectives -- Identifying and establishing brand positioning and values -- Planning and implementing brand marketing programs -- Measuring and interpreting brand performance -- Growing and sustaining brand equity -- Closing perspectives.

Subject Term:

Brand name products -- Management.

Productos de marca -- Administración.

Electronic Access:

Inhaltsverzeichnis Strategic brand management

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025458858	658.827 K29S 2002	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000006166	658.827 KEL	1	Searching... Unknown

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Summary

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.