Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Onbekend Engels 2023 5e druk 9781292436456Samenvatting
For courses in brand management.
Create profitable brand strategies by building, measuring, and managing brand equity.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.
Specificaties
Lezersrecensies
Inhoudsopgave
- 1. Brands and Brand Management
- 2. Customer-Based Brand Equity and Brand Positioning
- 3. Brand Resonance and Brand Value Chain
- 4. Choosing Brand Elements to Build Brand Equity
- 5. Designing Marketing Programs to Build Brand Equity
- 6. Integrating Marketing Communications to Build Brand Equity
- 7. Branding in the Digital Era
- 8. Leveraging Secondary Brand Associations to Build Brand Equity
- 9. Developing a Brand Equity Measurement and Management System
- 10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set
- 11. Measuring Outcomes of Brand Equity: Capturing Market Performance
- 12. Designing and Implementing Brand Architecture Strategies
- 13. Introducing and Naming New Products and Brand Extensions
- 14. Managing Brands Over Time
- 15. Managing Brands Over Geographic Boundaries and Market Segments
- 16. Closing Observations
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan