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Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, 'Marketing Management.'
Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.
Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.
Table of Contents
Guided tour
Preface
About the authors
Authors' acknowledgements
Publisher's acknowledgements
- 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
- 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
- Preview
- Identifying and establishing brand positioning
- Positioning guidelines
- Defining and establishing brand mantras
- Chapter review
- Discussion questions
- References and notes
- Preview
- Criteria for choosing brand elements
- Options and tactics for brand elements
- Putting it all together
- Chapter review
- Discussion questions
- References and notes
- Preview
- New perspectives on marketing
- Product strategy
- Pricing strategy
- Channel strategy
- Chapter review
- Discussion questions
- References and notes
- Preview
- New media
- Overview of marketing communication options
- Developing integrated marketing communication campaigns
- Chapter review
- Discussion questions
- References and notes
- 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
- 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
- Preview
- Qualitative research techniques
- Zaltman Metaphor Elicitation Technique
- Quantitative researchtechniques
- Comprehensive models of consumer-based equity
- Chapter review
- Discussion questions
- References and notes
- Preview
- Comparative methods
- Holistic methods Chapter review
- Discussion questions
- References and notes
- Preview
- Brand architecture
- Brand hierarchy
- Designing a branding strategy
- Using cause marketing to build brand equity
- Chapter review
- Discussion questions
- References and notes
- Preview
- New products and brand extensions
- Advantages of extensions
- Disadvantages of brand extensions
- Under
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: |
XXV
940 S. |
| ISBN-13: | 9780273737872 |
| ISBN-10: | 0273737872 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Keller, Kevin
Georgson, Mats Aperia, Tony |
| Hersteller: | Pearson Education Limited |
| Maße: | 246 x 187 x 55 mm |
| Von/Mit: | Kevin Keller (u. a.) |
| Erscheinungsdatum: | 06.12.2011 |
| Gewicht: | 1,782 kg |
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, 'Marketing Management.'
Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.
Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.
Table of Contents
Guided tour
Preface
About the authors
Authors' acknowledgements
Publisher's acknowledgements
- 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
- 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
- Preview
- Identifying and establishing brand positioning
- Positioning guidelines
- Defining and establishing brand mantras
- Chapter review
- Discussion questions
- References and notes
- Preview
- Criteria for choosing brand elements
- Options and tactics for brand elements
- Putting it all together
- Chapter review
- Discussion questions
- References and notes
- Preview
- New perspectives on marketing
- Product strategy
- Pricing strategy
- Channel strategy
- Chapter review
- Discussion questions
- References and notes
- Preview
- New media
- Overview of marketing communication options
- Developing integrated marketing communication campaigns
- Chapter review
- Discussion questions
- References and notes
- 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
- 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
- Preview
- Qualitative research techniques
- Zaltman Metaphor Elicitation Technique
- Quantitative researchtechniques
- Comprehensive models of consumer-based equity
- Chapter review
- Discussion questions
- References and notes
- Preview
- Comparative methods
- Holistic methods Chapter review
- Discussion questions
- References and notes
- Preview
- Brand architecture
- Brand hierarchy
- Designing a branding strategy
- Using cause marketing to build brand equity
- Chapter review
- Discussion questions
- References and notes
- Preview
- New products and brand extensions
- Advantages of extensions
- Disadvantages of brand extensions
- Under
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: |
XXV
940 S. |
| ISBN-13: | 9780273737872 |
| ISBN-10: | 0273737872 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Keller, Kevin
Georgson, Mats Aperia, Tony |
| Hersteller: | Pearson Education Limited |
| Maße: | 246 x 187 x 55 mm |
| Von/Mit: | Kevin Keller (u. a.) |
| Erscheinungsdatum: | 06.12.2011 |
| Gewicht: | 1,782 kg |
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