British English

Strategic Brand Management ,2nd edition::9780273737889R180

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Published by FT Publishing International (March 6, 2013) © 2013

Kevin Keller | Tony Aperia | Mats Georgson
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    ISBN-13: 9780273737889R180

    Strategic Brand Management ,2nd edition

    Published 2013

    Language: British English

    'Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Management by Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.'

    John Murphy, founder of Interbrand.

    Develop your brand management skills with practical insights from the industry

    Strategic Brand Management: A European Perspective, 2nd edition, by Kevin Lane Keller, Tony Aperia, and Mats Georgson, aims to equip managers with the tools and understanding to be able to improve the long-term profitability of their brand strategy.

    This edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity.

    The 2nd edition contains a range of updated features to accommodate your learning, including:

    • Additional cases and examples from well-known European brands are included to appeal to students outside the US.
    • New Brand Briefings spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, & Ryanair
    • Further coverage of channel management and B2B research on brands, compared to the previous edition.

    Combining practical insights with a strong theoretical foundation, this text will assist you in your day-to-day managerial decisions as well as long-term brand decisions.

    Table of Contents

    Guided tour

    Preface

    About the authors

    Authors' acknowledgements

    Publisher's acknowledgements

    1. Brands and brand management
    • Preview
    • What is a brand?
    • Why do brands matter?
    • Can anything be branded?
    • What are the strongest brands?
    • Branding challenges and opportunities
    • The brand equity concept
    • Strategic brand management process
    • Chapter review
    • Discussion questionsReferences and notes
    1. Customer-based brand equity
    • Preview
    • Customer-based brand equity
    • Making a brand strong: brand knowledge
    • Sources of brand equity
    • Four steps to building a brand
    • Brand building blocks
    • Creating brand value
    • Chapter review
    • Discussion questions
    • References and notes
    1. Brand positioning
    • Preview
    • Identifying and establishing brand positioning
    • Positioning guidelines
    • Defining and establishing brand mantras
    • Chapter review
    • Discussion questions
    • References and notes
    1. Choosing brand elements to build brand equity
    • Preview
    • Criteria for choosing brand elements
    • Options and tactics for brand elements
    • Putting it all together
    • Chapter review
    • Discussion questions
    • References and notes
    1. Designing marketing campaigns to build brand equity
    • Preview
    • New perspectives on marketing
    • Product strategy
    • Pricing strategy
    • Channel strategy
    • Chapter review
    • Discussion questions
    • References and notes
    1. Integrating marketing campaigns to build brand equity
    • Preview
    • New media
    • Overview of marketing communication options
    • Developing integrated marketing communication campaigns
    • Chapter review
    • Discussion questions
    • References and notes
    1. Using secondary brand associations to build brand equity
    • Preview
    • Conceptualising the process
    • Company
    • Country of origin and other geographical areas
    • Channels of distribution
    • Co-branding
    • Licensing
    • Celebrity endorsement
    • Sporting, cultural and other events
    • Third-party sources
    • Chapter review
    • Discussion questions
    • References and notes
    1. Developing a brand equity measurement and management system
    • Preview
    • The new accountability
    • The brand value chain
    • Brand audits
    • Designing brand tracking studies
    • Establishing a brand equity management system
    • Chapter review
    • Discussion questions
    • References and notes
    1. Measuring sources of brand equity: capturing the customer mindset
    • Preview
    • Qualitative research techniques
    • Zaltman Metaphor Elicitation Technique
    • Quantitative researchtechniques
    • Comprehensive models of consumer-based equity
    • Chapter review
    • Discussion questions
    • References and notes
    1. Measuring outcomes of brand equity: capturing market performance
    • Preview
    • Comparative methods
    • Holistic methods Chapter review
    • Discussion questions
    • References and notes
    1. Designing and implementing branding strategies
    • Preview
    • Brand architecture
    • Brand hierarchy
    • Designing a branding strategy
    • Using cause marketing to build brand equity
    • Chapter review
    • Discussion questions
    • References and notes
    1. Introducing and naming products and brand extensions
    • Preview
    • New products and brand extensions
    • Advantages of extensions
    • Disadvantages of brand extensions
    • Under
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