For undergraduate and graduate courses in marketing strategy and branding. This book is suggested for use with Strategic Brand Management, 4e, also by Kevin Lane Keller.
Best Practice Cases in Branding, Strategic Brand Management, Fourth Edition, is exclusively available through the Pearson Custom Library. Contact your Pearson Representative, or go to www.pearsoncustomlibrary.com to create an all-in-one textbook with all case studies, or customized text with select case studies.
Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. The sixteen cases he wrote for this book feature some of the world's most successful brands and companies, such as Apple, Intel, Nike, and DuPont. The marketers behind these brands and companies have all made noteworthy contributions to our understanding of the strategic brand management process and how to best build and manage brand equity.
Teaching and Learning Experience
This program presents a better teaching and learning experience—for you and your students.
- 16 Case Studies Illustrate Lessons from the World’s Strongest Brands: The cases provide a comprehensive overview of the strategic brand management process and corresponding best practice guidelines.
- 10 Key Brand Management Topics Provide Relevant Insight: A host of brand management topics are addressed throughout the book.
- Customize Your Course: Use the Pearson Custom Library book-build system to build your perfect book, easily and quickly.
Table of Contents
Case 2 – Intel: Branding a Technology Brand
Case 3 – Red Bull: Building a Brand in Non-Traditional Ways
Case 4 – got milk?: Branding a Commodity
Case 5 – MTV: Building Brand Resonance
Case 6 – iPod: Creating an Iconic Brand
Case 7 – Target: Building a Retail Icon
Case 8 – GE: Branding in Business-to-Business
Case 9 – Nivea: Building a Multi-Category BrandCase 10 – Dockers: Building a Sub-Brand
Case 11 – Product (RED): Building a Social Marketing Brand
Case 12 – ESPN X Games: Building a Youth Brand
Case 13 – King Arthur Flour: Building a Brand Community
Case 14 – American Express: Managing a Financial Services Brand
Case 15 – Starbucks: Managing a High Growth Brand
Case 16 – Snapple: Revitalizing a Brand