One of the book's important goals is to provide managers with concepts and techniques to improve the long- term proitability of their brand strategies. Where those designations appear in this book, and the publisher was aware Strategic brand management: building, measuring, and managing brand equity /. download Strategic Brand Management: Global Edition 4 by Kevin Keller (ISBN: ) from site's Book Store. Everyday low prices and free delivery.
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book cover. Strategic Brand Management, 3rd Edition (Marketing) · New Product Management (Marketing) · Brand Management, Brand Strategy ( Marketing). mencosulwiemudd.gq: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition (): Kevin Lane Keller: Books. "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.
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Kevin Lane Keller, Dartmouth College. Description Create profitable brand strategies by building, measuring, and managing brand equity Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications.
The concept of brand equity is the main focus of this book—andprovides students with a valuable perspective,and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.
Three Questions. All the information in this text helps students answer the following three questions: How can we create brand equity? How can we measure brand equity? How can we sustain brand equity to expand business opportunities? Three Dimensions.
First the authors provide a framework that gives the definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure, and manage brand equity.
Besides offering information on broad, fundamentally important branding topics, this text also includes numerous science of branding boxes showing in-depth treatment of cutting-edge ideas and concepts. To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over Branding Briefs provide more in-depth examinations of selected topics or brands.
The material in this book is presented in the context of a conceptual framework that's comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature. New to This Edition. New and u pdated Branding Briefs and in-text examples: Accordingly, each chapter incorporates new references and sources for additional study. Tighter chapters: Stronger visuals: Updated and new original cases: Some of the specific new topics reviewed in depth in the 4 th edition include: Table of Contents Part I: Share a link to All Resources.
Instructor Resources. Previous editions. Strategic Brand Management, 3rd Edition.
Strategic Brand Management, 4th Edition
This book addresses three important questions: How can brand equity be created? Professor Keller received his B. 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.
Professor Keller's general area of expertise lies in consumer marketing. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve advertising and branding strategies. 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.
Strategic Brand Management : Building, Measuring, and Managing Brand Equity
He also sits on the Editorial Review Boards of those journals. His research has been widely-cited and has received numerous awards from organizations such as the American Marketing Association, the Marketing Science Institute, the Association for Consumer Research, and the American Psychological Association.
Maynard award for the Journal of Marketing article making the most significant contribution to marketing theory and thought. Professor Keller is acknowledged as one of the international leaders in the study of integrated marketing communications and strategic brand management. Every single person in your company is an actor. Your customer experiences this play every time they engage with your brand. This book, from the father of advertising himself, is a must-read for brand marketers.
It provides an essential overview of all aspects of advertising, from how to get a job at an agency to writing great copy. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives.
By attempting to cover too many things, they achieve nothing. Many commercials and many advertisements look like the minutes of a committee.
In my experience, committees can criticize, but they cannot create. Focus on connecting with your audience instead of funny and witty messages.
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To persuade people to take action, you must research and understand how they think. Then speak their language. And Lee Yohn outlines strategies your company can start using right away for a better, stronger brand. They stage Brand Engagement Sessions featuring hands-on exercises and immersive experiences to ensure that brand understanding is followed with appropriate actions and decision making by their staff.
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Keep everyone aligned with your mission and why you do what you do. They are the brand. Culture is the determining factor when reinforcing your brand with employees and customers alike. Culture-building is the first step to brand-building. Aaker and Erich Joachimsthaler Packed with helpful diagrams, infographics, and incredibly entertaining storytelling, this book breaks down how to create an impactful brand identity.
There are times when you literally need to brand it or lose it. This means a shift in organizational structure and the systems within it.Feb 04, Mohammad Safil marked it as to-read. Well definitely a good book for someone looking forward to establish a name in the market. Want to Read Currently Reading Read. Some of the specific new topics reviewed in depth in the 4 th edition include:.
This means a shift in organizational structure and the systems within it.