Strategic Brand Management

by Keller, Kevin; Aperia, Tony; Georgson, Mats

• ISBN13: 9780273706328
• ISBN10: 0273706322
• Format: Paperback
• Copyright: 2008-05-08
• Publisher: Prentice Hall

Summary

Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.

Table of Contents

Opening Perspectives

Brands and Brand Management

Identifying and Establishing Brand Positioning and Values

Customer-Based Brand Equity

Brand Positioning and Values

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 Knowledge 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

Table of Contents provided by Publisher. All Rights Reserved.