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

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Title:

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

Author:

Keller, Kevin Lane, 1956- author.

ISBN:

9781292314969

Personal Author:

Keller, Kevin Lane, 1956- author.

Edition:

Fifth edition, Global edition.

Physical Description:

621 pages : color illustrations ; 28 cm

General Note:

Actually published in 2019.

"Authorized adaptation from the United States edition, entitled Strategic brand management : building, measuring, and managing brand equity, 5th edition, ISBN 9780134892498, by Kevin Lane Keller and Vanitha Swaminathan, published by Pearson Education ©2020."

Subject Term:

Brand name products -- Management.

Added Author:

Swaminathan, Vanitha,

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIE Sandton	General Books	000185622	658.827 STR	1	Searching... Unknown

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Summary

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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