(eBook PDF) Strategic Brand Management: A European Perspective 2nd Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-13: 978-0273737872
- Author: Kevin Lane Keller, Tony Aperia, Mats Georgson
This edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity.
Table of contents:
- Brands and brand management
- Customer-based brand equity
- Brand positioning
- Choosing brand elements to build brand equity
- Designing marketing campaigns to build brand equity
- Integrating marketing campaigns to build brand equity
- Using secondary brand associations to build brand equity
- Developing a brand equity measurement and management system
- Measuring sources of brand equity: capturing the customer mindset
- Measuring outcomes of brand equity: capturing market performance
- Designing and implementing branding strategies
- Introducing and naming products and brand extensions
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