Strategic brand management: building, measuring, and managing brand equity
Keller, Kevin Lane
Strategic brand management: building, measuring, and managing brand equity - 4th - New Delhi Pearson India Education Services Pvt. Ltd. 2018 - xvi, 586 p.
Table of Content
Marketing in a recession
Brand communities
Luxury branding
Brand characters
Brand personas
Brand makeovers
Shopper marketing
Person branding
Social currency
Brand potential
Brand extension scorecard
Culture and branding
Brand flashbacks
Future brand priorities
The fourth edition of Strategic Brand Management offers a comprehensive view of the changing technological, cultural, global, and economic environment that brands face. The book is well-grounded in practice and can be easily related to past and current marketing activities, events, and case studies.
&bull Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts.
&bull Each chapter contains a Brand Focus appendix that delves into detail on specific and related branding topics, such as brand audits, legal issues, brand crises, and private labels.
&bull Numerous in-text examples, highlighting brands such as Dettol, Colgate, and Jet Airways, have been introduced to illuminate the discussion of virtually every topic, and a series of Branding Brief boxes provide more in-depth examinations of ed topics or brands.
9789332542204
Brand name products--Management
Product management
Brand name products
658.827 / KEL
Strategic brand management: building, measuring, and managing brand equity - 4th - New Delhi Pearson India Education Services Pvt. Ltd. 2018 - xvi, 586 p.
Table of Content
Marketing in a recession
Brand communities
Luxury branding
Brand characters
Brand personas
Brand makeovers
Shopper marketing
Person branding
Social currency
Brand potential
Brand extension scorecard
Culture and branding
Brand flashbacks
Future brand priorities
The fourth edition of Strategic Brand Management offers a comprehensive view of the changing technological, cultural, global, and economic environment that brands face. The book is well-grounded in practice and can be easily related to past and current marketing activities, events, and case studies.
&bull Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts.
&bull Each chapter contains a Brand Focus appendix that delves into detail on specific and related branding topics, such as brand audits, legal issues, brand crises, and private labels.
&bull Numerous in-text examples, highlighting brands such as Dettol, Colgate, and Jet Airways, have been introduced to illuminate the discussion of virtually every topic, and a series of Branding Brief boxes provide more in-depth examinations of ed topics or brands.
9789332542204
Brand name products--Management
Product management
Brand name products
658.827 / KEL