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Strategic brand management : building, measuring and managing brand equity

Author: Kevin Lane Keller
Publisher: Upper Saddle River, N.J. : Prentice Hall, ©1998.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

An exploration of brands, brand equity, and strategic brand management, this book combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better  Read more...

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Document Type: Book
All Authors / Contributors: Kevin Lane Keller
ISBN: 0131201158 9780131201156
OCLC Number: 37115825
Description: xxv, 635, [118] pages : illustrations ; 24 cm
Contents: Prologue. I. OPENING PERSPECTIVES. 1. Introduction. 2. Brand Equity. II. BUILDING BRAND EQUITY. 3. Brand Knowledge Structures. 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. Leveraging Secondary Brand Associations to Build Brand Equity. III. MEASURING BRAND EQUITY. 8. Measuring Sources of Brand Equity. 9. Measuring Outcomes of Brand Equity. 10. Brand Equity Measurement System. IV. MANAGING BRAND EQUITY. 11. Branding Strategies. 12. Introducing and Naming New Products and Brand Extensions. 13. Managing Brands Over Time. 14. Managing Brands Over Geographical Boundaries, Cultures, and Market Segments. APPLICATIONS. 15. Closing Observations. Appendix A. Levi's Dockers: Creating a Sub-Brand. Appendix B. Intel Corporation: Branding an Ingredient. Appendix C. The California Milk Processor Board: Branding a Commodity. Appendix D. Nivea: Managing a Brand Portfolio. Appendix E. Nike: Building a Global Brand. Epilogue. Index.
Responsibility: Kevin Lane Keller.

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Strategic brand management

by josh (WorldCat user published 2006-12-05) Very Good Permalink
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