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Strategic brand management : building, measuring, and managing brand equity

By: Keller, Kevin LaneContributor(s): Swaminathan, Vanitha | Parameswaran, Ambi M.G | Jacob, IssacMaterial type: TextTextPublication details: Noida Pearson 2020Edition: 5th edDescription: 642pISBN: 9789353946135Subject(s): Brand name products- ManagementDDC classification: 658.827 KEL Summary: This text deals with the importance of brands, their meaning to consumers, and how they can be managed properly. This book aims to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity, with emphasis on customer-based brand equity. This edition provides a fresh look at branding paradigms and practices from digital perspective while retaining the relevance of traditional brand management.
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Item type Current library Collection Call number Status Date due Barcode Item holds
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Non-fiction 658.827 KEL (Browse shelf (Opens below)) Checked out 10/03/2023 4802
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Table of contents:
1. Brands and brand management
2. Customer-based brand equity and brand positioning
3. Brand resonance and the brand value chain
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
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
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
16. Closing observations

This text deals with the importance of brands, their meaning to consumers, and how they can be managed properly. This book aims to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity, with emphasis on customer-based brand equity. This edition provides a fresh look at branding paradigms and practices from digital perspective while retaining the relevance of traditional brand management.

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