Best Practice Cases in Branding, Strategic Brand Management

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  • Edition: 4th
  • Format: Nonspecific Binding
  • Copyright: 2014-03-13
  • Publisher: SCHOOL GROUP
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For undergraduate and graduate courses in marketing strategy and branding. This book is suggested for use with Strategic Brand Management, 4e, also by Kevin Lane Keller.


Best Practice Cases in Branding, Strategic Brand Management, Fourth Edition, is exclusively available through the Pearson Custom Library. Contact your Pearson Representative, or go to www.pearsoncustomlibrary.com to create an all-in-one textbook with all case studies, or customized text with select case studies.


Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. The sixteen cases he wrote for this book feature some of the world's most successful brands and companies, such as Apple, Intel, Nike, and DuPont. The marketers behind these brands and companies have all made noteworthy contributions to our understanding of the strategic brand management process and how to best build and manage brand equity.


Teaching and Learning Experience

This program presents a better teaching and learning experience—for you and your students.

  • 16 Case Studies Illustrate Lessons from the World’s Strongest Brands: The cases provide a comprehensive overview of the strategic brand management process and corresponding best practice guidelines.
  • 10 Key Brand Management Topics Provide Relevant Insight: A host of brand management topics are addressed throughout the book.
  • Customize Your Course: Use the Pearson Custom Library book-build system to build your perfect book, easily and quickly.

Table of Contents

Case 1 – Nike: Building a Global Brand 

Case 2 – Intel: Branding a Technology Brand

Case 3 – Red Bull: Building a Brand in Non-Traditional Ways 

Case 4 – got milk?: Branding a Commodity

Case 5 – MTV: Building Brand Resonance 

Case 6 – iPod: Creating an Iconic Brand

Case 7 – Target: Building a Retail Icon 

Case 8 – GE: Branding in Business-to-Business

Case 9 – Nivea: Building a Multi-Category Brand  

Case 10 – Dockers: Building a Sub-Brand

Case 11 – Product (RED): Building a Social Marketing Brand

Case 12 – ESPN X Games: Building a Youth Brand

Case 13 – King Arthur Flour: Building a Brand Community

Case 14 – American Express: Managing a Financial Services Brand 

Case 15 – Starbucks: Managing a High Growth Brand

Case 16 – Snapple: Revitalizing a Brand

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