Higher Ed. and Vocational >> Business and Economics >> Marketing >> Branding


Strategic Brand Management, 3/e

Strategic Brand Management, 3/e

Author(s):
  • Kevin Lane Keller
  • Ambi M.G. Parmeswaran
  • Issac Jacob
    • Author: Kevin Lane Keller
    • ISBN:9788131756898
    • Price: Rs. 550.00
    • Pages:752
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    The main focus of this book is the concept of brand equity. It provides us a comprehensive and in depth information about the subjects of brand, brand equity and strategic management —and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. One of the important objectives of the book is to provide managers with concepts and techniques to improve the long term profitability of their brand strategies.

    Table of Content

    Part I Opening Perspectives
    1. Brands & Brand Management
    Part II: Identifying and Establishing Brand Positioning and Values
    1. Customer-Based Brand Equity
    2. Brand Positioning
    Part III: Planning and Implementing Brand Marketing Programs
    1. Choosing Brand Elements to Build Brand Equity
    2. Designing Marketing Programs to Build Brand Equity
    3. Integrating Marketing Communications to Build Brand Equity
    4. Leveraging Secondary Brand Associations to Build Brand Equity
    Part IV: Measuring and Interpreting Brand Performance.
    1. Developing a Brand Equity Measurement and Management System
    2. Measuring Sources of Brand Equity: Capturing Customer Mindset
    3. Measuring Outcomes of Brand Equity: Capturing Market Performance
    Part V: Growing and Sustaining Brand Equity
    1. Designing and Implementing Branding Strategies
    2. Introducing and Naming New Products and Brand Extensions
    3. Managing Brands over Time
    4. Managing Brands over Geographic Boundaries and Market Segments
    Part VI: Closing Perspectives
    1. Closing Observations

    Salient Features

    • Depth: The material in the book had to be presented in the context of a conceptual framework that was comprehensive, internally consistent and cohesive and well grounded in the academic and practitioner literature
    • Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important
    • Relevance: Finally, the book had to be well-grounded in practice and easily related to past and present marketing activities, events and case studies
    • Inclusion of new Branding Briefs and Science of Branding: New Branding Brief’s and Science of Branding Brief’s have been replaced as per the Indian context using Indian examples and companies to increase student’s learning and understanding