Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

By:

Keller, Kevin Lane, 1956-

Material type: Text

TextPublication details: Upper Saddle River, NJ : Pearson/Prentice Hall, c2008.Edition: 3rd edDescription: xxi, 692 p. : col. ill. ; 27 cmISBN:

9780131888593 (casebound)
0131888595 (casebound)
0132336227
9780132336222

Subject(s):

Brand name products -- Management

DDC classification:

658.827 KEL

LOC classification:

HD69.B7 K45 2008

Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Standard Loan	Clonmel Library Main Collection	658.827 KEL (Browse shelf(Opens below))	1	Available	R16634YKRC
Standard Loan	Thurles Library Main Collection	658.827 KEL (Browse shelf(Opens below))	1	Available	R16677PKRC
Standard Loan	Thurles Library Main Collection	658.827 KEL (Browse shelf(Opens below))	1	Available	R16679WKRC
Standard Loan	Thurles Library Main Collection	658.827 KEL (Browse shelf(Opens below))	1	Available	R16680AKRC
Standard Loan	Thurles Library Main Collection	658.827 KEL (Browse shelf(Opens below))	1	Available	R16682KKRC

Enhanced descriptions from Syndetics:

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 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.

For industry professionals from brand managers to chief marketing officers

Includes bibliographical references and index.

Table of contents provided by Syndetics

I Opening Perspectives
Chapter 1 Brands & Brand Management
II Identifying and Establishing Brand Positioning and Values
Chapter 2 Customer-Based Brand Equity
Chapter 3 Brand Positioning
III Planning and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity
IV Measuring and Interpreting Brand Performance
Chapter 8 Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mindset
Chapter10 Measuring Outcomes of Brand Equity: Capturing Market Performance
V Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands over Time
Chapter 14 Managing Brands over Geographic Boundaries and Market Segments
VI Closing Perspectives
Chapter 15 Closing Observations