Skip to main content
0

English

Access educator resources

Published by Pearson (January 10, 2023) © 2023

Kevin Keller | Vanitha Swaminathan
    Pearson eTextbook (365 Days access)
    €41,99
    ISBN-13: 9781292436456

    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition ,5th edition

    Published 2023

    Access details

    • Instant access fulfilled by Pearson
    • Offline and online access via mobile app
    • NB does NOT include access to MyLab/Mastering

    Features

    • Add notes and highlights
    • Search by keyword or page
    • Stay organised with all your Pearson eTextbooks in one place

    Language: English

    Product Information

    • 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
    !
    Top