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Author: Kevin Lane Keller Publisher: ISBN: 9780131201156 Category : Brand name products Languages : en Pages : 796
Book Description
This volume provides a comprehensive, up-to-date treatment of the subject of brands, brand equity and strategic brand management. It provides insights into how profitable brand strategies can be created by building, measuring and managing brand equity.
Author: Kevin Lane Keller Publisher: ISBN: 9780131201156 Category : Brand name products Languages : en Pages : 796
Book Description
This volume provides a comprehensive, up-to-date treatment of the subject of brands, brand equity and strategic brand management. It provides insights into how profitable brand strategies can be created by building, measuring and managing brand equity.
Author: Kevin Lane Keller Publisher: ISBN: 9781292314969 Category : Languages : en Pages : 624
Book Description
For courses in brand management. 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.
Author: Kevin Lane Keller Publisher: Pearson Education ISBN: 9780273706328 Category : Business & Economics Languages : en Pages : 860
Book Description
Finely focused on the "how to" and "why" throughout, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. This approach considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.
Author: Publisher: ISBN: 019879780X Category : Languages : en Pages :
Author: Kevin Lane Keller Publisher: Pearson Higher Ed ISBN: 0273737880 Category : Business & Economics Languages : en Pages : 970
Book Description
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Author: Jean-Noël Kapferer Publisher: Kogan Page Publishers ISBN: 0749450851 Category : Business & Economics Languages : en Pages : 576
Book Description
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
Author: Jean-Noël Kapferer Publisher: Simon and Schuster ISBN: 0029170451 Category : Business & Economics Languages : en Pages : 360
Book Description
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Author: Richard H. Elliott Publisher: Oxford University Press, USA ISBN: 0198704208 Category : Brand name products Languages : en Pages : 347
Book Description
Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.
Author: Brice Martin & Elisha Stephens Publisher: Scientific e-Resources ISBN: 1839473150 Category : Languages : en Pages : 324
Book Description
Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities.
Author: Kevin Lane Keller Publisher: Pearson Education India ISBN: 9788131756898 Category : Brand name products Languages : en Pages : 722
Book Description
Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.
Author: Kevin Lane Keller
Author: Kevin Lane Keller
Author: Kevin Lane Keller
Author: Kevin Lane Keller
Author: 
Author: Kevin Lane Keller
Author: Jean-Noël Kapferer
Author: Jean-Noël Kapferer
Author: Richard H. Elliott
Author: Brice Martin & Elisha Stephens
Author: Kevin Lane Keller