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Strategic Brand Management

A European Perspective

Paperback Engels 2011 9780273737872
Verwachte levertijd ongeveer 7 werkdagen

Samenvatting

Keller, Strategic Brand Management 2e

 'Over the last 25 years ,   hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard.  This work is, quite simply, the best in its field.'

John Murphy, founder of Interbrand (www.interbrand.com)

 

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

New to this edition New ‘Brand Briefing’ case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin New online resources including more multiple choice questions to help you  assess your progress More coverage of channel management and B2B research on brands

Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.

About the authors

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

Tony Apéria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apéria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

 

 

Specificaties

ISBN13:9780273737872
Taal:Engels
Bindwijze:Paperback
Uitgever:Pearson Education

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Inhoudsopgave

Table of Contents

 

Guided tour

Preface

About the authors

Authors’ acknowledgements

Publisher’s acknowledgements

 1 Brands and brand management

Preview

What is a brand?

Why do brands matter?

Can anything be branded?

What are the strongest brands?

Branding challenges and opportunities

The brand equity concept

Strategic brand management process

Chapter reviewDiscussion questionsReferences and notes

 2 Customer-based brand equity

Preview

Customer-based brand equity

Making a brand strong: brand knowledge

Sources of brand equity

Four steps to building a brand

Brand building blocks

Creating brand value

Chapter review

Discussion questions

References and notes

 3 Brand positioning

Preview

Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questionsReferences and notes

 4 Choosing brand elements to build brand equity

Preview

Criteria for choosing brand elements

Options and tactics for brand elements

Putting it all together

Chapter review

Discussion questionsReferences and notes

 5 Designing marketing campaigns to build brand equity

Preview

New perspectives on marketing

Product strategy

Pricing strategy

Channel strategy

Chapter review

Discussion questionsReferences and notes

 6 Integrating marketing campaigns to build brand equity

Preview

New media

Overview of marketing communication options

Developing integrated marketing communication campaigns

Chapter review

Discussion questions

References and notes

 7 Using secondary brand associations to build brand equity

Preview

Conceptualising the process

Company

Country of origin and other geographical areas

Channels of distribution

Co-branding

Licensing

Celebrity endorsement

Sporting, cultural and other events

Third-party sources

Chapter review

Discussion questions

References and notes

 8 Developing a brand equity measurement and management system

Preview

The new accountability

The brand value chain

Brand audits

Designing brand tracking studies

Establishing a brand equity management system

Chapter review

Discussion questions

References and notes

 9 Measuring sources of brand equity: capturing the customer mindset

Preview

Qualitative research techniques

Zaltman Metaphor Elicitation Technique

Quantitative researchtechniques

Comprehensive models of consumer-based equity

Chapter review

Discussion questions

References and notes

 10 Measuring outcomes of brand equity: capturing market performance

Preview

Comparative methods

Holistic methodsChapter review

Discussion questions

References and notes

 11 Designing and implementing branding strategies

Preview

Brand architecture

Brand hierarchy

Designing a branding strategy

Using cause marketing to build brand equity

Chapter review

Discussion questions

References and notes

 12 Introducing and naming products and brand extensions

Preview

New products and brand extensions

Advantages of extensions

Disadvantages of brand extensions

Understanding how consumers evaluate brand extensions

Evaluating brand extension opportunities

Extension guidelines built on academic research

Chapter review

Discussion questions

References and notes13 Managing brands over time

Preview

Reinforcing brands

Revitalizing brands

Adjustments to the brand portfolio

Chapter review

Discussion questions

References and notes

 14 Managing brands over geographic boundaries and market segments

Preview

Rationale for going international

Advantages of global marketing campaigns

Disadvantages of global marketing campaigns

Standardization versus customisation

Global brand strategy

Building global customer-based brand equity

Chapter reviewDiscussion questions

References and notes

 15 Closing observations

Preview

Strategic brand management guidelines

What makes a strong brand?

Special applications

Future brand priorities

Chapter reviewDiscussion questions

References and notes

 

 

 

 

 

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