(eBook PDF) Strategic Brand Management: Building, Measuring, and Managing Brand Equity 5th Edition

(eBook PDF) Strategic Brand Management: Building, Measuring, and Managing Brand Equity 5th Edition – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1292314966
• ISBN-13 ‏ : ‎ 978-1292314969
• Author: Kevin Keller, Vanitha Swaminathan

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.

Table of contents:

PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION

PART II: DEVELOPING A BRAND STRATEGY

PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS

PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE

PART V: GROWING AND SUSTAINING BRAND EQUITY

PART VI: CLOSING PERSPECTIVES

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