Kevin Keller: Strategic Brand Management

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Beschreibung

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 den Autor

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 Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria 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

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 questionsReferences and notes

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

Brand positioning

Preview
Identifying and establishing brand positioning
Positioning guidelines
Defining and establishing brand mantras
Chapter review
Discussion questions
References and notes

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

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

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

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

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

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

Measuring outcomes of brand equity: capturing market performance

Preview
Comparative methods
Holistic methods Chapter review
Discussion questions
References and notes

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

Introducing and naming products and brand extensions

Preview
New products and brand extensions
Advantages of extensions
Disadvantages of brand extensions
Under

Details

Erscheinungsjahr:	2011
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	XXV 940 S.
ISBN-13:	9780273737872
ISBN-10:	0273737872
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Keller, Kevin Georgson, Mats Aperia, Tony
Hersteller:	Pearson Education Limited
Verantwortliche Person für die EU:	Pearson Education GmbH im Verlag Pearson Benelux B.V. Zweign, Sankt-Martin-Straße 82, D-81541 München, buchhandel@pearson.com
Maße:	246 x 187 x 55 mm
Von/Mit:	Kevin Keller (u. a.)
Erscheinungsdatum:	06.12.2011
Gewicht:	1,782 kg

Artikel-ID: 108490302