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Strategic Brand Management Kevin Keller

Strategic Brand Management von Kevin Keller

Strategic Brand Management Kevin Keller

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Strategic Brand Management Zusammenfassung

Strategic Brand Management: A European Perspective Kevin Keller

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

Über Kevin Keller

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Dr Tony Aperia is Visiting Professor at Joenkoeping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field. Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

Inhaltsverzeichnis

Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements 1 Brands and brand management Preview What is a brand? Why do brands matter? Can anything be branded? What are the strongest brands? Branding challenges and opportunities The brand equity concept Strategic brand management process Chapter review Discussion questions References and notes 2 Customer-based brand equity Preview Customer-based brand equity Making a brand strong: brand knowledge Sources of brand equity Four steps to building a brand Brand building blocks Creating brand value Chapter review Discussion questions References and notes 3 Brand positioning Preview Identifying and establishing brand positioning Positioning guidelines Defining and establishing brand mantras Chapter review Discussion questions References and notes 4 Choosing brand elements to build brand equity Preview Criteria for choosing brand elements Options and tactics for brand elements Putting it all together Chapter review Discussion questions References and notes 5 Designing marketing campaigns to build brand equity Preview New perspectives on marketing Product strategy Pricing strategy Channel strategy Chapter review Discussion questions References and notes 6 Integrating marketing campaigns to build brand equity Preview New media Overview of marketing communication options Developing integrated marketing communication campaigns Chapter review Discussion questions References and notes 7 Using secondary brand associations to build brand equity Preview Conceptualising the process Company Country of origin and other geographical areas Channels of distribution Co-branding Licensing Celebrity endorsement Sporting, cultural and other events Third-party sources Chapter review Discussion questions References and notes 8 Developing a brand equity measurement and management system Preview The new accountability The brand value chain Brand audits Designing brand tracking studies Establishing a brand equity management system Chapter review Discussion questions References and notes 9 Measuring sources of brand equity: capturing the customer mindset Preview Qualitative research techniques Zaltman Metaphor Elicitation Technique Quantitative researchtechniques Comprehensive models of consumer-based equity Chapter review Discussion questions References and notes 10 Measuring outcomes of brand equity: capturing market performance Preview Comparative methods Holistic methods Chapter review Discussion questions References and notes 11 Designing and implementing branding strategies Preview Brand architecture Brand hierarchy Designing a branding strategy Using cause marketing to build brand equity Chapter review Discussion questions References and notes 12 Introducing and naming products and brand extensions Preview New products and brand extensions Advantages of extensions Disadvantages of brand extensions Understanding how c

Zusätzliche Informationen

GOR005920652
9780273737872
0273737872
Strategic Brand Management: A European Perspective Kevin Keller
Kevin Keller
Gebraucht - Sehr Gut
Broschiert
Pearson Education Limited
2011-11-29
968
N/A
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