Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisionsâ€“and thus improving the long-term profitability of specific brand strategies.
Finely focused on â€œhow-toâ€ and â€œwhyâ€ throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.
For industry professionals from brand managers to chief marketing officers
Author : Kevin Lane Keller
ISBN : 0131888595
Language : English
No of Pages : 720
Edition : 3
Publication Date : 6/23/2007
Format/Binding : Hardcover
Book dimensions : 10.08x8.35x1.18
Book weight : 0.03
Write a review
Your Review: Note: HTML is not translated!
Rating: Bad Good
Enter the code in the box below: