TY  - BOOK
AU  - Keller,Kevin Lane
TI  - Strategic brand management: building, measuring, and managing brand equity. 
SN  - 9780273779414
AV  - HD69.B7.K45(4e) 
U1  - 658.8/27 22
PY  - 2013///
CY  - Upper Saddle River
PB  - Pearson
KW  - Brand name products
KW  - Management
N1  - 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 --
UR  - http://www.loc.gov/catdir/toc/ecip079/2007003552.html
ER  -