Strategic brand management : building, measuring, and managing brand equity
Author
Kevin Lane Keller
Imprint
Boston : Pearson, 2013
Edition
4th ed., Global ed.
Descript
590 p. : ill. ; 28 cm
SUMMARY
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. 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. -- From publisher's web site
CONTENT
PART 1 OPENING PERSPECTIVES : Brands and brand management
