Strategic Brand Management: Global Edition
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Strategic Brand Management: Global Edition

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Description

For students, managers and senior executives studying Brand Management.
Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo.



This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
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Product details

  • Paperback | 592 pages
  • 220 x 280 x 20mm | 1,179g
  • Harlow, United Kingdom
  • English
  • 4th edition
  • 0273779419
  • 9780273779414
  • 8,258

Table of contents

Part I: Opening Perspectives Chapter 1 Brands and Brand Management

Part II: Identifying and Establishing Brand Positioning and Values

Chapter 2 Customer-Based Brand Equity


Chapter 3 Brand Positioning


Part III: Planning and Implementing Brand Marketing Programs

Chapter 4 Choosing Brand Elements to Build Brand Equity


Chapter 5 Designing Marketing Programs to Build Brand Equity


Chapter 6 Integrating Marketing Communications to Build Brand Equity


Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity


Part IV: Measuring and Interpreting Brand Performance

Chapter 8 Developing a Brand Equity Measurement and Management System


Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set


Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance


Part V: Growing and Sustaining Brand Equity

Chapter 11 Designing and Implementing Branding Strategies


Chapter 12 Introducing and Naming New Products and Brand Extensions


Chapter 13 Managing Brands over Time


Chapter 14 Managing Brands over Geographic Boundaries and Market Segments


Part VI: Closing Perspectives

Chapter 15 Closing Observations
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Rating details

315 ratings
4.03 out of 5 stars
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3 19% (60)
2 5% (17)
1 3% (8)
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