Strategic Brand Management : Building, Measuring, and Managing Brand Equity
Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy.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 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.
- Hardback | 784 pages
- 175.3 x 238.8 x 33mm | 635.04g
- 10 Nov 1997
- Pearson Education (US)
- United States
Table of contents
Prologue. I. OPENING PERSPECTIVES. 1. Introduction. 2. Brand Equity. II. BUILDING BRAND EQUITY. 3. Brand Knowledge Structures. 4. Choosing Brand Elements to Build Brand Equity. 5. Designing Marketing Programs to Build Brand Equity. 6. Integrating Marketing Communications to Build Brand Equity. 7. Leveraging Secondary Brand Associations to Build Brand Equity. III. MEASURING BRAND EQUITY. 8. Measuring Sources of Brand Equity. 9. Measuring Outcomes of Brand Equity. 10. Brand Equity Measurement System. IV. MANAGING BRAND EQUITY. 11. Branding Strategies. 12. Introducing and Naming New Products and Brand Extensions. 13. Managing Brands Over Time. 14. Managing Brands Over Geographical Boundaries, Cultures, and Market Segments. APPLICATIONS. 15. Closing Observations. Appendix A. Levi's Dockers: Creating a Sub-Brand. Appendix B. Intel Corporation: Branding an Ingredient. Appendix C. The California Milk Processor Board: Branding a Commodity. Appendix D. Nivea: Managing a Brand Portfolio. Appendix E. Nike: Building a Global Brand. Epilogue. Index.