Strategic Brand Management: Building, Measuring and Managing Brand Equity
Prentice Hall, 1998 - 635
Incorporating the latest thinking and developments from both academia and industry, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions - and thus improving the long-term profitability of specific brand strategies. Finely-focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. *Offers a perspective that is relevant to any type of organization and setting (e.g., public or private, large or small) and provides specific applications and examples that cover a wide range of industries and geographies; e.g., industrial, high-tech, service, retail, and small-businesses. *Outlines the three main ways to build brand equity by properly choosing brand elements, designing supporting marketing programs, and leveraging secondary associations.
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BUILDING BRAND EQUITY
Choosing Brand Elements to Build Brand Equity
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Kevin Lane Keller
Podgląd niedostępny - 2012
advertising Advertising Age attributes beer benefits brand associations brand awareness brand elements brand extension brand hierarchy brand image brand knowledge brand management brand name brand personality brand portfolio Branding Brief branding strategy build brand equity Business campaign chapter Coca-Cola competitive Consumer Research corporate brand create customer-based brand equity customers decisions designed develop effects evaluations example family brand favorable Figure firm global marketing identify important increase Intel Inside introduced leverage Levi's logo LS&Co managing brand equity market segments marketing communication marketing program measures microprocessor milk Miller beer million Nike Nivea Nivea Creme packaging parent brand percent personal computer points of difference points of parity positioning potential private labels Procter & Gamble product category promotions Reebok relevant result retailers sell slogan sources of brand sub-brands successful sumers target tion trademark types unique users Wall Street Journal