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Strategic brand management

Author: Kevin Lane Keller
Publisher: Upper Saddle River, N.J. ; London : Prentice Hall, 2002.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

Incorporating developments from both academia and industry, this text explores brands, brand equity and strategic brand management, combining a theoretical foundation with numerous techniques and  Read more...

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Document Type: Book
All Authors / Contributors: Kevin Lane Keller
ISBN: 0130411507 9780130411501
OCLC Number: 82054639
Notes: Previous edition: 1998.
Description: 1 volume ; 24 cm
Contents: I: Opening Perspectives Chapter 1Brands & Brand Management II: Identifying and Establishing Brand Positioning and Values Customer-Based Brand Equity Brand Positioning III: Planning and Implementing Brand Marketing Programs Choosing Brand Elements to Build Brand Equity Designing Marketing Programs to Build Brand Equity Integrating Marketing Communications to Build Brand EquityLeveraging Secondary Brand Associations to Build Brand EquityIV: Measuring and Interpreting Brand Performance. Developing a Brand Equity Measurement and Management System Measuring Sources of Brand Equity: Capturing Customer Mindset Measuring Outcomes of Brand Equity: Capturing Market PerformanceDesigning and Implementing Branding Strategies Introducing and Naming New Products and Brand Extensions Managing Brands over TimeManaging Brands over Geographic Boundaries and Market Segments VI: Closing Perspectives Closing Observations
Responsibility: Kevin Lane Keller.

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"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about Read more...

 
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