MTU Cork Library Catalogue

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

By: Keller, Kevin Lane, 1956- [author.].
Material type: materialTypeLabelBookPublisher: Essex, England : Pearson Education, 2013Edition: 4th edition, Global edition.Description: 590 pages : color illustrations ; 29 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780273779414; 0273779419.Subject(s): Brand name products -- ManagementDDC classification: 658.827
Contents:
Part 1: Opening perspectives -- Brands and brand management -- Part 2: Developing a brand strategy -- Customer-based brand equity and brand positioning -- Brand resonance and the brand value chain -- Part 3: Designing and implementing brand marketing programmes -- Choosing brand elements to build brand equity -- Designing marketing programmes to build brand equity -- Integrating marketing communications to build brand equity -- Leveraging secondary brand associations to build brand equity -- Part 4: Measuring and interpreting brand performance -- Developing a brand equity measurement and management system -- Measuring sources of brand equity: capturing market performance -- Part 5: Growing and sustaining brand equity -- Designing and implementing branding architecture strategies -- Introducing and naming new products and brand extensions -- Managing brands over time -- Managing brands over geographic boundaries and market segments -- Part 6: Closing perspectives -- Closing. observations.

Enhanced descriptions from Syndetics:

For students, managers and senior executives studying Brand Management.

Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo.

Includes bibliographical references and index.

Part 1: Opening perspectives -- Brands and brand management -- Part 2: Developing a brand strategy -- Customer-based brand equity and brand positioning -- Brand resonance and the brand value chain -- Part 3: Designing and implementing brand marketing programmes -- Choosing brand elements to build brand equity -- Designing marketing programmes to build brand equity -- Integrating marketing communications to build brand equity -- Leveraging secondary brand associations to build brand equity -- Part 4: Measuring and interpreting brand performance -- Developing a brand equity measurement and management system -- Measuring sources of brand equity: capturing market performance -- Part 5: Growing and sustaining brand equity -- Designing and implementing branding architecture strategies -- Introducing and naming new products and brand extensions -- Managing brands over time -- Managing brands over geographic boundaries and market segments -- Part 6: Closing perspectives -- Closing. observations.

CIT Module MGMT 9020 - Core reading.

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