For students, managers and senior executives studying Brand Management. Keller, Strategic Brand Management, 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
I: Opening Perspectives CHAPTER 1 Brands & Brand Management II: Identifying and Establishing Brand Positioning and Values CHAPTER 2 Customer-Based Brand Equity CHAPTER 3 Brand Positioning 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 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 Mindset CHAPTER10 Measuring Outcomes of Brand Equity: Capturing Market Performance 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 VI: Closing Perspectives CHAPTER 15 Closing Observations