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Strategic brand management: building, measuring, and managing brand equity/ Kevin Lane Keller

By: Keller, Kavin LaneMaterial type: Text

TextPublication details: New Jersey: Pearson, 2008Edition: 3rd edDescription: xxi, 692 p. : col. ill. ; 27 cmISBN: 9780131888593Subject(s): Product management | Brand name productsDDC classification: 658.827

Contents:

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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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	658.827 KEL/S (Browse shelf(Opens below))	Available		P11931

Total holds: 0

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Previous	658.827 HEA/W What is branding?: essential design handbooks/	658.827 HER/F foundations of brand management/	658.827 KAP/B 24 Brands mantras: Finding a place in the minds and hearts of consumers/	658.827 KEL/S Strategic brand management: building, measuring, and managing brand equity/	658.827 LEE/S The strategy of global branding and brande equity/	658.827 PIK/B Brands and branding geographies/	658.83 BIR/E The effective use of market research: how to drive and focus better business decisions/	Next

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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