Strategic Brand Management: Building, Measuring, and Managing Equity, 4th – Digital Instant Dowload.

Product Details:

• ISBN-10 ‏ : ‎ 0132664259
• ISBN-13 ‏ : ‎ 978-0132664257
• Author: Kevin Keller

Table of contents:

Part I: Opening Perspectives Chapter 1 Brands and Brand Management

Part II: Identifying and Establishing Brand Positioning and Values

Chapter 2 Customer-Based Brand Equity

Chapter 3 Brand Positioning

Part III: Planning and Implementing Brand Marketing Programs

Chapter 4 Choosing Brand Elements to Build Brand Equity

Chapter 5 Designing Marketing Programs to Build Brand Equity

Chapter 6 Integrating Marketing Communications to Build Brand Equity

Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity

Part IV: Measuring and Interpreting Brand Performance

Chapter 8 Developing a Brand Equity Measurement and Management System

Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set

Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance

Part V: Growing and Sustaining Brand Equity

Chapter 11 Designing and Implementing Branding Strategies

Chapter 12 Introducing and Naming New Products and Brand Extensions

Chapter 13 Managing Brands over Time

Chapter 14 Managing Brands over Geographic Boundaries and Market Segments

Part VI: Closing Perspectives

Chapter 15 Closing Observations

Title tag:

1. Strategic Brand Management: Expert Techniques for Building Equity and Measuring Success, 4th Edition
2. Mastering Brand Equity: Advanced Strategies for Building and Managing Brands, 4th Edition
3. The Comprehensive Guide to Brand Equity: Building, Measuring, and Management Tactics, 4th Edition