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ISBN: 9780273737889
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Strategic Brand Management, 2e (e-Book VS 12m)


By Kevin Lane Keller; Tony Aperia; Mats Georgson

Descripción: Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

Contenido:

Part I Opening perspectives

Brands and brand management

Preview

What is a brand?

Why do brands matter?

Can anything be branded?

What are the strongest brands?

Branding challenges and opportunities

The brand equity concept

Strategic brand management process

Chapter review

Discussion questions

References and notes

 

Part II Identifying and establishing brand positioning and values

Customer-based brand equity

Preview

Customer-based brand equity

Making a brand strong: brand knowledge

Sources of brand equity

Four steps to building a brand

Brand building blocks

Creating customer value

Chapter review

Discussion questions

References and notes

Brand positioning

Preview

Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions

References and notes

 

Part III Planning and implementing the brand marketing programme

Choosing brand elements to build brand equity

Preview

Criteria for choosing brand elements

Options and tactics for brand elements

Putting it all together

Chapter review

Discussion questions

References and notes

Designing marketing campaigns to build brand equity

Preview

New perspectives on marketing

Product strategy

Pricing strategy

Channel strategy

Chapter review

Discussion questions

References and notes

Integrating marketing communications to build brand equity

Preview

New media

Overview of marketing communication options

Developing integrated marketing communication campaigns

Chapter review

Discussion questions

References and notes

Using secondary brand associations to build brand equity

Preview

Conceptualizing the process

Company

Country of origin and other geographic areas

Channels of distribution

Co-branding

Licensing

Celebrity endorsement

Sporting, cultural and other events

Third-party sources

Chapter review

Discussion questions

References and notes

 

Part IV Measuring and interpreting brand performance

Developing a brand equity measurement and management system

Preview

The new accountability

The brand value chain

Brand audits

Designing brand tracking studies

Establishing a brand equity management system

Chapter review

Discussion questions

References and notes

Measuring sources of brand equity: capturing the customer mindset

Preview

Qualitative research techniques

Zaltman Metaphor Elicitation Technique

Quantitative research techniques

Comprehensive models of consumer-based brand equity

Chapter review

Discussion questions

References and notes

Measuring outcomes of brand equity: capturing market performance

Preview

Comparative methods

Holistic methods

Chapter review

Discussion questions

References and notes

 

Part V Growing and sustaining brand equity

Designing and implementing branding strategies

Preview

Brand architecture

Brand hierarchy

Designing a branding strategy

Using cause marketing to build brand equity

Chapter review

Discussion questions

References and notes

Introducing and naming products and brand extensions

Preview

New products and brand extensions

Advantages of extensions

Disadvantages of brand extensions

Understanding how consumers evaluate brand extensions

Evaluating brand extension opportunities

Extension guidelines based on academic research

Chapter review

Discussion questions

References and notes

Managing brands over time

Preview

Reinforcing brands

Revitalizing brands

Adjustments to the brand portfolio

Chapter review

Discussion questions

References and notes

Managing brands over geographic boundaries and market segments

Preview

Rationale for going international

Advantages of global marketing campaigns

Disadvantages of global marketing campaigns

Standardization versus customization

Global brand strategy

Building global customer-based brand equity

Chapter review

Discussion questions

References and notes

 

Part VI Closing perspectives

Closing observations

Preview

Strategic brand management guidelines

What makes a strong brand?

Special applications

Future brand priorities

Chapter review

Discussion questions

References and notes

Index