Product Cover Image

Strategic Brand Management: Building, Measuring, and Managing Brand Equity [RENTAL EDITION], 5th Edition

By Kevin Lane Keller, Vanitha Swaminathan

Published by Pearson

Published Date: Mar 1, 2019

Description

For courses in brand management.

This ISBN is for the bound textbook, which students can rent through their bookstore.

 

Create profitable brand strategies by building, measuring, and managing brand equity

Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today’s consumers.


This title is also available digitally as a standalone Pearson eText. This option gives students affordable access to learning materials, so they come to class ready to succeed.  

Table of Contents

PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION

1. Brands and Brand Management

 

PART II: DEVELOPING A BRAND STRATEGY

2. Customer-Based Brand Equity and Brand Positioning

3. Brand Resonance and Brand Value Chain

 

PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS

4. Choosing Brand Elements to Build Brand Equity

5. Designing Marketing Programs to Build Brand Equity

6. Integrating Marketing Communications to Build Brand Equity

7. Branding in the Digital Era

8. Leveraging Secondary Brand Associations to Build Brand Equity

 

PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE

9. Developing a Brand Equity Measurement and Management System

10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set

11. Measuring Outcomes of Brand Equity: Capturing Market Performance

 

PART V: GROWING AND SUSTAINING BRAND EQUITY

12. Designing and Implementing Brand Architecture Strategies

13. Introducing and Naming New Products and Brand Extensions

14. Managing Brands Over Time

15. Managing Brands Over Geographic Boundaries and Market Segments

 

PART VI: CLOSING PERSPECTIVES

16. Closing Observations