Strategic Brand Management : Building, Measuring, and Managing Brand Equity

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  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2008-01-01
  • Publisher: Prentice Hall
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Incorporating the latest industry thinking and developments, 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 decisionsand thus improving the long-termprofitabilityof 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 75Branding Briefsthat identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers

Table of Contents

Opening Perspectives
Brands & Brand Management
Identifying and Establishing Brand Positioning and Values
Customer-Based Brand Equity
Brand Positioning
Planning and Implementing Brand Marketing Programs
Choosing Brand Elements to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Integrating Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity
Measuring and Interpreting Brand Performance
Developing a Brand Equity Measurement and Management System
Measuring Sources of Brand Equity: Capturing Customer Mindset
Measuring Outcomes of Brand Equity: Capturing Market Performance
Growing and Sustaining Brand Equity
Designing and Implementing Branding Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands over Time
Managing Brands over Geographic Boundaries and Market Segments
Closing Perspectives
Closing Observations
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