Strategic brand management building, measuring and managing brand equity

Bibliographic Details
Main Author: Keller, Kevin Lane 1956-
Resource Type: Book
Language:English
Published: Boston Pearson [2013]
Edition:Fourth edition.
Subjects:
Table of Contents:
  • pt. I Opening Perspectives
  • ch. 1 Brands and Brand Management
  • pt. II Identifying and Establishing Brand Positioning and Values
  • ch. 2 Customer-Based Brand Equity and Brand Positioning
  • ch. 3 Brand Resonance and the Brand Value Chain
  • pt. III Designing and Implementing Brand Marketing Programs
  • ch. 4 Choosing Brand Elements to Build Brand Equity
  • ch. 5 Designing Marketing Programs to Build Brand Equity
  • ch. 6 Integrating Marketing Communications to Build Brand Equity
  • ch. 7 Leveraging Secondary Brand Associations to Build Brand Equity
  • pt. IV Measuring and Interpreting Brand Performance
  • ch. 8 Developing a Brand Equity Measurement and Management System
  • ch. 9 Measuring Sources of Brand Equity : Capturing Customer Mind-Set
  • ch. 10 Measuring Outcomes of Brand Equity : Capturing Market Performance
  • pt. V Growing and Sustaining Brand Equity
  • ch. 11 Designing and Implementing Branding Architecture Strategies
  • ch. 12 Introducing and Naming New Products and Brand Extensions
  • ch. 13 Managing Brands over Time
  • ch. 14 Managing Brands over Geographic Boundaries and Market Segments
  • pt. VI Closing Perspectives
  • ch. 15 Closing Observations.