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Full Description
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.
Free instructor resources PowerPoint slides for Strategic Brand Management
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Contents
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
