Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

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. The full text downloaded to your computer

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Contenu

• 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