Strategic Brand Management

Höfundar: Kevin Lane Keller; Mats Georgson; Tony Aperia (Útgáfa: 2)
Strategic Brand Management

Kaup valmöguleikar

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.

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Útgefandi
Pearson International Content
ISBN
9780273737889
Print ISBN
9780273737872
Format
Page Fidelity (PDF)
Útgáfa
2
Höfundar
Kevin Lane Keller; Mats Georgson; Tony Aperia
Tungumál
English
Útgefið
2013-03-06
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Strategic Brand Management
  • Contents
  • Guided tour
  • Preface
  • About the authors
  • Authors’ acknowledgements
  • Publisher’s acknowledgements
  • Part I Opening perspectives
  • Brands and brand management
  • Preview
  • What is a brand?
  • Why do brands matter?
  • Can anything be branded?
  • What are the strongest brands?
  • Branding challenges and opportunities
  • The brand equity concept
  • Strategic brand management process
  • Chapter review
  • Discussion questions
  • References and notes
  • Part II Identifying and establishing brand positioning and values
  • Customer-based brand equity
  • Preview
  • Customer-based brand equity
  • Making a brand strong: brand knowledge
  • Sources of brand equity
  • Four steps to building a brand
  • Brand building blocks
  • Creating customer value
  • Chapter review
  • Discussion questions
  • References and notes
  • Brand positioning
  • Preview
  • Identifying and establishing brand positioning
  • Positioning guidelines
  • Defining and establishing brand mantras
  • Chapter review
  • Discussion questions
  • References and notes
  • Part III Planning and implementing the brand marketing programme
  • Choosing brand elements to build brand equity
  • Preview
  • Criteria for choosing brand elements
  • Options and tactics for brand elements
  • Putting it all together
  • Chapter review
  • Discussion questions
  • References and notes
  • Designing marketing campaigns to build brand equity
  • Preview
  • New perspectives on marketing
  • Product strategy
  • Pricing strategy
  • Channel strategy
  • Chapter review
  • Discussion questions
  • References and notes
  • Integrating marketing communications to build brand equity
  • Preview
  • New media
  • Overview of marketing communication options
  • Developing integrated marketing communication campaigns
  • Chapter review
  • Discussion questions
  • References and notes
  • Using secondary brand associations to build brand equity
  • Preview
  • Conceptualizing the process
  • Company
  • Country of origin and other geographic areas
  • Channels of distribution
  • Co-branding
  • Licensing
  • Celebrity endorsement
  • Sporting, cultural and other events
  • Third-party sources
  • Chapter review
  • Discussion questions
  • References and notes
  • Part IV Measuring and interpreting brand performance
  • Developing a brand equity measurement and management system
  • Preview
  • The new accountability
  • The brand value chain
  • Brand audits
  • Designing brand tracking studies
  • Establishing a brand equity management system
  • Chapter review
  • Discussion questions
  • References and notes
  • Measuring sources of brand equity: capturing the customer mindset
  • Preview
  • Qualitative research techniques
  • Zaltman Metaphor Elicitation Technique
  • Quantitative research techniques
  • Comprehensive models of consumer-based brand equity
  • Chapter review
  • Discussion questions
  • References and notes
  • Measuring outcomes of brand equity: capturing market performance
  • Preview
  • Comparative methods
  • Holistic methods
  • Chapter review
  • Discussion questions
  • References and notes
  • Part V Growing and sustaining brand equity
  • Designing and implementing branding strategies
  • Preview
  • Brand architecture
  • Brand hierarchy
  • Designing a branding strategy
  • Using cause marketing to build brand equity
  • Chapter review
  • Discussion questions
  • References and notes
  • Introducing and naming products and brand extensions
  • Preview
  • New products and brand extensions
  • Advantages of extensions
  • Disadvantages of brand extensions
  • Understanding how consumers evaluate brand extensions
  • Evaluating brand extension opportunities
  • Extension guidelines based on academic research
  • Chapter review
  • Discussion questions
  • References and notes
  • Managing brands over time
  • Preview
  • Reinforcing brands
  • Revitalizing brands
  • Adjustments to the brand portfolio
  • Chapter review
  • Discussion questions
  • References and notes
  • Managing brands over geographic boundaries and market segments
  • Preview
  • Rationale for going international
  • Advantages of global marketing campaigns
  • Disadvantages of global marketing campaigns
  • Standardization versus customization
  • Global brand strategy
  • Building global customer-based brand equity
  • Chapter review
  • Discussion questions
  • References and notes
  • Part VI Closing perspectives
  • Closing observations
  • Preview
  • Strategic brand management guidelines
  • What makes a strong brand?
  • Special applications
  • Future brand priorities
  • Chapter review
  • Discussion questions
  • References and notes
  • Index
  • Back Cover