Research Catalog

Title

Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

Author

Keller, Kevin Lane, 1956-

Publication

Upper Saddle River, NJ : Pearson/Prentice Hall, [2008], ©2008.

Items in the Library & Off-site

Holdings

Details

Description

xxi, 692 pages : illustrations (chiefly color); 27 cm

Subjects

• Marketing
• Strategisch management
• Brand name products > Management
• Merken

Bibliography (note)

• Includes bibliographical references and index.

Contents

Pt. I. Opening perspectives -- Ch. 1. Brands and brand management -- Pt. II. Identifying and establishing brand positioning and values -- Ch. 2. Customer-based brand equity -- Ch. 3. Brand positioning -- Pt. III. Planning and implementing brand marketing programs -- Ch. 4. Choosing brand elements to build brand equity -- Ch. 5. Designing marketing programs to build brand equity -- Ch. 6. Integrating marketing communications to build brand equity -- Ch. 7. Leveraging secondary brand associations to build brand equity -- Pt. IV. Measuring and interpreting brand performance -- Ch. 8. Developing a brand equity measurement and management system -- Ch. 9. Measuring sources of brand equity : capturing customer mind-set -- Ch. 10. Measuring outcomes of brand equity : capturing market performance -- Pt. V. Growing and sustaining brand equity -- Ch. 11. Designing and implementing branding strategies -- Ch. 12. Introducing and naming new products and brand extensions -- Ch. 13. Managing brands over time -- Ch. 14. Managing brands over geographic boundaries and market segments -- Pt. VI. Closing perspectives -- Ch. 15. Closing observations.

ISBN

• 9780131888593 (casebound)
• 0131888595 (casebound)

LCCN

2007003552

OCLC

• ocm80461138
• SCSB-9035576

Owning Institutions

Columbia University Libraries