Strategic brand management: building, measuring, and managing brand equity/ Kevin Lane Keller
Material type: TextPublication details: New Jersey: Pearson, 2008Edition: 3rd edDescription: xxi, 692 p. : col. ill. ; 27 cmISBN: 9780131888593Subject(s): Product management | Brand name productsDDC classification: 658.827Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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General Books | Central Library, Sikkim University General Book Section | 658.827 KEL/S (Browse shelf(Opens below)) | Available | P11931 |
pt. I. Opening perspectives --
Ch. 1. Brands and brand management --
pt. II. Identifying and establishing brand positioning and values --
Ch. 2. Customer-based brand equity --
Ch. 3. Brand positioning --
pt. III. Planning and implementing brand marketing programs --
Ch. 4. Choosing brand elements to build brand equity --
Ch. 5. Designing marketing programs to build brand equity --
Ch. 6. Integrating marketing communications to build brand equity --
Ch. 7. Leveraging secondary brand associations to build brand equity --
pt. IV. Measuring and interpreting brand performance --
Ch. 8. Developing a brand equity measurement and management system --
Ch. 9. Measuring sources of brand equity : capturing customer mind-set --
Ch. 10. Measuring outcomes of brand equity : capturing market performance --
pt. V. Growing and sustaining brand equity --
Ch. 11. Designing and implementing branding strategies --
Ch. 12. Introducing and naming new products and brand extensions --Ch. 13. Managing brands over time --
Ch. 14. Managing brands over geographic boundaries and market segments --
pt. VI. Closing perspectives --
Ch. 15. Closing observations.
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