Strategic Brand Management

3e édition 2007

Kevin Keller

The concept of brand equity is the main focus of this book—and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands.

By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.

Sommaire

I Opening Perspectives
01 Brands & Brand Management

II Identifying and Establishing Brand Positioning and Values
02 Customer-Based Brand Equity
03 Brand Positioning

III Planning and Implementing Brand Marketing Programs
04 Choosing Brand Elements to Build Brand Equity
05 Designing Marketing Programs to Build Brand Equity
06 Integrating Marketing Communications to Build Brand Equity
07 Leveraging Secondary Brand Associations to Build Brand Equity

IV Measuring and Interpreting Brand Performance.
08 Developing a Brand Equity Measurement and Management System
09 Measuring Sources of Brand Equity: Capturing Customer Mindset
10 Measuring Outcomes of Brand Equity: Capturing Market Performance

V Growing and Sustaining Brand Equity
11 Designing and Implementing Branding Strategies
12 Introducing and Naming New Products and Brand Extensions
13 Managing Brands over Time
14 Managing Brands over Geographic Boundaries and Market Segments

VI Closing Perspectives
15 Closing Observations

Titre Strategic Brand Management

Édition 3e édition

Auteur Kevin Keller

Collection Pearson Education

Langue anglais

Éditeur Pearson

Mots clés Keller, management de la marque, manuel, marque, ouvrage en anglais

Date de première publication du titre 03 décembre 2007

Support Livre broché

Nb de pages 720 p.

ISBN-10 0-13-233622-7