Title: Strategic brand management : building, measuring, and managing brand equity /
Authors: Keller, Kevin Lane, 1956-
Publisher: Pearson,
Year: 2013
Subjects: Brand name products Management; Brand name products Management
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 and Brand Positioning -- ch. 3 Brand Resonance and the Brand Value Chain -- pt. III Designing 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 Architecture 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.