Strategic brand management: building, measuring, and managing brand equity. / Kevin Lane Keller.
Material type: TextPublisher: Upper Saddle River: Pearson, 2013Edition: 4th edDescription: 590 p. : col. ill. ; 27 cmISBN: 9780273779414; 0273779419Subject(s): Brand name products -- ManagementDDC classification: 658.8/27 LOC classification: HD69.B7.K45(4e)Other classification: 85.40 Online resources: Table of contents onlyItem type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HD69.B7.K45(4e) (Browse shelf) | 1 | Available | K/1492/1492/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HD69.B7.K451(4e) (Browse shelf) | 2 | Available | K/1544/1544/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HD69.B7.K452(4e) (Browse shelf) | 3 | Available | K/1545/1545/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HD69.B7.K453(4e) (Browse shelf) | 4 | Available | K/1546/1546/19 |
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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 --
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