Strategic Brand Management: A European Perspective
By Kevin Keller, at al.
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
May 2008
ISBN: 9780273706328 
856 Pages, Illustrated
$110.00 Paper Original
Description
Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.
ContentsPART I Opening Perspectives
Chapter 1* Brands and Brand Management
PART II Identifying and Establishing Brand Positioning and Values
Chapter 2 Customer-Based Brand Equity
Chapter 3 Brand Positioning and Values
PART III Planning and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Knowledge to Build Brand Equity
PART IV Measuring and Interpreting Brand Performance
Chapter 8 Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mindset
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance
PART V Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands Over Time
Chapter 14* Managing Brands Over Geographic Boundaries and Market Segments
PART VI Closing Perspectives
Chapter 15 Closing Observations
Features
- Depth: the book is presented in the context of a conceptual framework that is comprehensive, internally consistent and cohesive, as well as grounded in academic and practitioner literature.
- Breadth: The book covers all the main topics seen by practising managers and students of brand management
- Relevance: The book is well grounded in practice and can be easily related to past and present marketing activities, events and case studies.