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Keller, Kevin Lane,

Strategic brand management: building, measuring, and managing brand equity. / Kevin Lane Keller. - 4th ed. - Upper Saddle River: Pearson, 2013. - 590 p. : col. ill. ; 27 cm.

Includes bibliographical references and index.

Contents: 1. Opening perspectives: brands and brand management -- 2. Developing a brand strategy: Customer- based equity and brand positioning -- Brand resonance and the brand value chain -- 3. Designing and implementing brand marketing programs: Choosing brand elements to build equity -- Designing marketing programs to build equity -- Integrating marketing communications to build brand equity -- Leveraging secondary brand associations to build brand equity -- 4.Measuring and interpreting brand performance: Developing a brand equity measurement and management system -- Measuring sources of brand equity: customer mind-set -- Measuring outcomes of brand equity: capturing market performance -- 5. Growing and sustaining brand equity: Design and implementing branding architecture strategies -- Introducing and naming new products and brand extensions -- Managing brands over time -- Managing brands over geographic boundaries and market segments -- 6. Closing perspectives: Closing observation --

ISBN: 9780273779414 0273779419

LCCN: 2007003552

Subjects--Topical Terms:
Brand name products--Management.

LC Class. No.: HD69.B7.K45(4e)

Dewey Class. No.: 658.8/27