Strategic Brand Management : International Edition
For upper-level undergraduate and MBA courses in Brand Management, Brand Strategy, Product Management, and Marketing Strategy.Written by today's leading authority in brand management. 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 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.
- Paperback | 788 pages
- 180 x 234 x 30mm | 1,156.99g
- 01 Aug 2002
- Pearson Education (US)
- United States
- 2nd edition
Table of contents
I: Opening Perspectives Chapter 1Brands & Brand Management II: Identifying and Establishing Brand Positioning and Values Customer-Based Brand Equity Brand Positioning III: 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 EquityLeveraging Secondary Brand Associations to Build Brand EquityIV: 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 PerformanceDesigning and Implementing Branding Strategies Introducing and Naming New Products and Brand Extensions Managing Brands over TimeManaging Brands over Geographic Boundaries and Market Segments VI: Closing Perspectives Closing Observations
"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." - David Aaker, Professor of Marketing Strategy, University of California at Berkeley, Author of Building Strong Brands"After reading Strategic Brand Management, my `associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." - Steve Goldstein, Vice President of Marketing and Research, Levi's Brand U.S.A."Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." - Al Silk, Professor Emeritus, Harvard Business School"Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." - Liz Dolan, Vice President of Marketing Communication, Nike, Inc."Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should be congratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." - Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University"The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that , need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." - Dennis Carter, Vice President, Sales and Marketing, Intel Corporation"Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." - Allen Adamson, Managing Director, Landor Associates"Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." - Scott Bedbury, CEO of Brandstream, author of A New Brand World"Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion." - Joanne Bischmann, Vice President of Marketing, Harley-Davidson Motor Company"Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling case studies and best practices that bring this to life." - Jim Stengel, Global Marketing Officer, Procter & Gamble"Kevin Keller provides masterful insights into total branding . . . from the finesse of brand building to the financial impact of success." - Michael Dolan"In an ever fragmenting media world where connecting with consumers with the same or less marketing resources is the norm, Keller's practical approach to constructing integrated marketing communication plans will help marketers squeeze every ounce of value from their advertising budgets." - Jan Valentic
About Kevin Lane Keller
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. Professor Keller received his B.A. in Mathematics and Economics from Cornell University in 1978, his M.B.A. from Carnegie-Mellon University's Graduate School of Industrial Administration in 1980, and his Ph.D. in Marketing from Duke University's Fuqua School of Business in 1986. At Dartmouth, he teaches an M.B.A. elective on strategic brand management and lectures in executive programs on that topic. Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty of the Schools of Business Administration at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a Visiting Professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America. Professor Keller is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications. He is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His advertising and branding research has been published in three of the major marketing journals-the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also sits on the Editorial Review Boards of those journals. With more than forty published papers, his research has been widely cited and has received numerous awards. Actively involved with industry, he has worked on a host of different types of branding projects. He has served as brand confidant to marketers for some of the world's most successful brands, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble, and Starbucks. Additional brand consulting activities have been with other top companies such as Accenture, AC Nielsen, Beiersdorf (Nivea), General Mills, Goodyear, Kodak, Mayo Clinic, MTV, the New York Knicks, Nordstrom, Shell Oil, Unilever, and Young & Rubicam. He is a Senior Marketing Consultant for Knowledge Networks and an academic trustee for the Marketing Science Institute. A popular speaker, he has conducted branding seminars to top executives in a variety of forums. An avid sports, music, and film enthusiast, in his so-called spare time, he helps to manage and market one of Australia's great rock and roil treasures, The Church. Professor Keller lives in Etna, New Hampshire, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.