Strategic Brand Management: Global Edition

By (author) Keller, Kevin Lane
Short description/annotation
For students, managers and senior executives studying Brand Management. Keller provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
Description
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. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
Table of contents
Part I: Opening Perspectives    Chapter 1 Brands and Brand Management    Part II: Identifying and Establishing Brand Positioning and Values    Chapter 2 Customer-Based Brand Equity    Chapter 3 Brand Positioning    Part III: Planning and Implementing Brand Marketing Programs    Chapter 4 Choosing Brand Elements to Build Brand Equity    Chapter 5 Designing Marketing Programs to Build Brand Equity    Chapter 6 Integrating Marketing Communications to Build Brand Equity    Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity    Part IV: Measuring and Interpreting Brand Performance    Chapter 8 Developing a Brand Equity Measurement and Management System    Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set    Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance    Part V: Growing and Sustaining Brand Equity    Chapter 11 Designing and Implementing Branding Strategies    Chapter 12 Introducing and Naming New Products and Brand Extensions    Chapter 13 Managing Brands over Time    Chapter 14 Managing Brands over Geographic Boundaries and Market Segments    Part VI: Closing Perspectives    Chapter 15 Closing Observations
Feature
Brand Equity. The concept of brand equity is the main focus of this book–andprovides students with a valuable perspective,and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving 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. Solid Content. This text provides insights into how to lay branding groundwork and create profitable brand strategies by building, measuring, and managing brand equity. The authors offer this information through two types of different approaches:  Three Questions. All the information in this text helps students answer the following three questions: How can we create brand equity? How can we measure brand equity? How can we sustain brand equity to expand business opportunities? Three Dimensions. First the authors provide a framework that gives the definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure, and manage brand equity. Besides offering information on broad, fundamentally important branding topics, this text also includes numerous science of branding boxes showing in-depth treatment of cutting-edge ideas and concepts. To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands. Depth: The material in this book is presented in the context of a conceptual framework that''s comprehensive, internally consistent and cohesive, and well ground