Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, Tuck School of Business Dartmouth College.
Material type:
TextLanguage: English Series: Always learningHarlow, Essex : Pearson, [2013]©2013 Edition: Fourth edition, Global editionDescription: 590 pages : color illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0273779419 (paperback)Subject(s): Brand name products -- ManagementLOC classification: HD69.B7 K46 2013Summary: Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include: Features Brand Equity. The concept of brand equity is the main focus of this book-andprovides students with a valuable perspective,and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future. Solid Content. This text provides insights into how to lay branding groundwork and create profitable brand strategies by building, measuring, and managing brand equity. The authors offer this information through two types of different approaches: Three Questions. All the information in this text helps students answer the following three questions: How can we create brand equity? How can we measure brand equity? How can we sustain brand equity to expand business opportunities? Three Dimensions. First the authors provide a framework that gives the definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure, and manage brand equity. Besides offering information on broad, fundamentally important branding topics, this text also includes numerous science of branding boxes showing in-depth treatment of cutting-edge ideas and concepts. To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands. Depth: The material in this book is presented in the context of a conceptual framework that's comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature. Breadth: This book covers all the topics that practicing managers and students of brand management found intriguing and/or important. Relevance: This book is well-grounded in practice and easily related to past and present marketing activities, events and case studies. https://www.pearson.ch/HigherEducation/Pearson/EAN/9780273779414/Strategic-Brand-Management-Global-Edition
| Item type | Current library | Shelving location | Call number | Copy number | Status | Date due | Barcode |
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| Books | MEF Üniversitesi Kütüphanesi | Genel Koleksiyon | HD 69 .B7 K46 2013 (Browse shelf (Opens below)) | Available | 0015014 |
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| HD 69 .B7 D55 2021 Dijitale kalpten bağlı : marka / | HD 69 .B7 H6519 2011 Küresel marka : dünya pazarında kalıcı marka değeri yaratma ve geliştirme yöntemleri / | HD 69 .B7 K45 2008 Best practice cases in branding : lessons from the world's strongest brands / | HD 69 .B7 K46 2013 Strategic brand management : building, measuring, and managing brand equity / | HD 69 .B7 L34 2010 Managing brands : a contemporary perspective / | HD 69 .B7 S49 2018 Hikayesi en bol : büyük bir şirkette genç bir şirket ruhu ile "Lovemark" nasıl yaratılır? / | HD 69 .B7 T4619 2011 İleri düzey marka yönetimi : değişen dünyada markaları yönetmek / |
Includes bibliographical references and index.
Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include: Features Brand Equity. The concept of brand equity is the main focus of this book-andprovides students with a valuable perspective,and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future. Solid Content. This text provides insights into how to lay branding groundwork and create profitable brand strategies by building, measuring, and managing brand equity. The authors offer this information through two types of different approaches: Three Questions. All the information in this text helps students answer the following three questions: How can we create brand equity? How can we measure brand equity? How can we sustain brand equity to expand business opportunities? Three Dimensions. First the authors provide a framework that gives the definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure, and manage brand equity. Besides offering information on broad, fundamentally important branding topics, this text also includes numerous science of branding boxes showing in-depth treatment of cutting-edge ideas and concepts. To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands. Depth: The material in this book is presented in the context of a conceptual framework that's comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature. Breadth: This book covers all the topics that practicing managers and students of brand management found intriguing and/or important. Relevance: This book is well-grounded in practice and easily related to past and present marketing activities, events and case studies.