About this product

Product Information

For courses in brand management. This ISBN is for the bound textbook, which students can rent through their bookstore. 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. This title is also available digitally as a standalone Pearson eText. This option gives students affordable access to learning materials, so they come to class ready to succeed.

Product Identifiers

PublisherPearson Education

ISBN-100134892496

ISBN-139780134892498

eBay Product ID (ePID)2309312465

Product Key Features

Number of Pages624 Pages

LanguageEnglish

Publication NameStrategic Brand Management : Building, Measuring, and Managing Brand Equity

Publication Year2019

SubjectMarketing / General, Consumer Guides

TypeNot Available

Subject AreaBusiness & Economics, Référence

AuthorKevin Keller, Vanitha Swaminathan

FormatHardcover

Dimensions

Item Length10.9 in

Item Width8.5 in

Additional Product Features

Edition Number5

LCCN2018-059892

Dewey Edition23

Target AudienceCollege Audience

IllustratedYes

Dewey Decimal658.827

Lc Classification NumberHd69.B7k45 2020

Table of ContentPART 1: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION 1. Brands and Brand Management PART 2: DEVELOPING A BRAND STRATEGY 2. Customer-Based Brand Equity and Brand Positioning 3. Brand Resonance and Brand Value Chain PART 3: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS 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. Branding in the Digital Era 8. Leveraging Secondary Brand Associations to Build Brand Equity PART 4: MEASURING AND INTERPRETING BRAND PERFORMANCE 9. Developing a Brand Equity Measurement and Management System 10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set 11. Measuring Outcomes of Brand Equity: Capturing Market Performance PART 5: GROWING AND SUSTAINING BRAND EQUITY 12. Designing and Implementing Brand Architecture Strategies 13. Introducing and Naming New Products and Brand Extensions 14. Managing Brands Over Time 15. Managing Brands Over Geographic Boundaries and Market Segments PART 6: CLOSING PERSPECTIVES 16. Closing Observations

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Strategic Brand Management : Building, Measuring, and Managing Brand Equity by Vanitha Swaminathan and Kevin Keller (2019, Hardcover)