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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

Kevin Keller, Vanitha Swaminathan

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ūüďĖ eBook - PDF

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

Kevin Keller, Vanitha Swaminathan

About This Book

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.

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Information

Publisher
Pearson
Year
2019
ISBN
9781292314990
Subtopic
Sales
Edition
5
31
PART 
I
OPENING 
PERSPECTIVES
Learning 
Objectives
After 
reading 
this 
chapter, 
you 
should 
be 
able 
to
1. 
Define 
‚Äúbrand,‚Ä̬†
state 
how 
brand 
differs 
from 
a product, 
and 
explain 
what 
brand 
equity 
is.
2. 
Summarize 
why 
brands 
are 
important.
3. 
Explain 
how 
branding 
applies 
to 
virtually 
everything.
4. 
Describe 
the 
main 
branding 
challenges 
and 
opportunities.
5. 
Identify 
the 
steps 
in 
the 
strategic 
brand 
management 
process.
Brands 
and 
Brand 
Management
1
A 
brand 
can 
be 
a 
person, 
organization, 
place, 
or 
firm.

Table of contents

Citation styles for Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global EditionHow to cite Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition for your reference list or bibliography: select your referencing style from the list below and hit 'copy' to generate a citation. If your style isn't in the list, you can start a free trial to access over 20 additional styles from the Perlego eReader.
APA 6 Citation
Keller, K., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (5th ed.). Pearson. Retrieved from https://www.perlego.com/book/983685/strategic-brand-management-building-measuring-and-managing-brand-equity-global-edition-pdf (Original work published 2019)
Chicago Citation
Keller, Kevin, and Vanitha Swaminathan. (2019) 2019. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition. 5th ed. Pearson. https://www.perlego.com/book/983685/strategic-brand-management-building-measuring-and-managing-brand-equity-global-edition-pdf.
Harvard Citation
Keller, K. and Swaminathan, V. (2019) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition. 5th edn. Pearson. Available at: https://www.perlego.com/book/983685/strategic-brand-management-building-measuring-and-managing-brand-equity-global-edition-pdf (Accessed: 14 October 2022).
MLA 7 Citation
Keller, Kevin, and Vanitha Swaminathan. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition. 5th ed. Pearson, 2019. Web. 14 Oct. 2022.