Strategic brand management : building, measuring, and managing brand equality /

• Keller, Kevin Lane, 1956-

• Product management
• Brand name products.

• Prentice Hall,

• 0131105833
• 0130411507

• Previous ed.: 1998.
• Includes bibliographical references and index.
• Prologue; I. OPENING PERSPECTIVES; 1. Brands and Branding; 2. Understanding Brand Equity. II. BUILDING BRAND EQUITY; 3. Creating Customer-Based Brand Equity; 4. Choosing Brand Elements to Build Brand Equity; 5. Designing Marketing Programs to Build Brand Equity; 6. Integrating Marketing Communications to Build Brand Equity; 7. Leveraging Secondary Brand Associations to Build Brand Equity. III. MEASURING BRAND EQUITY; 8. The Brand Value Chain; 9. Measuring Sources and Outcomes of Brand Equity; 10. Brand Equity Measurement System. IV. MANAGING BRAND EQUITY; 11. Branding Strategies; 12. Introducing and Naming New Products and Brand Extensions; 13. Managing Brands Over Time; 14. Managing Brands Over Geographical Boundaries, Cultures, and Market Segments. APPLICATIONS; 15. Closing Observations; Appendix A. Levis Dockers: Creating a Sub-Brand; Appendix B. Intel Corporation: Branding an Ingredient; Appendix C. The California Milk Processor Board: Branding a Commodity; Appendix D. Nivea: Managing a Brand Portfolio; Appendix E. Nike: Building a Global Brand; Appendix F. Starbucks: Managing a High Growth Brand; Appendix G: Measuring and Valuing Brand Equity. Epilogue; Index.

• Brand leadership
• Brand failures the truth about the 100 biggest branding mistakes of all time
• Customer equity management
• Fundamentals of sport marketing
• Retailization brand survival in the age of retailer power
• Global marketing a market responsive approach
• Brand management a theoretical and practical approach
• brand gap how to bridge the distance between business strategy and design a whiteboard overview
• Global brand strategy unlocking brand potential across countries cultures and markets
• Essential of marketing communications
• Branded customer service the new competitive edge
• Designing brand experiences
• Brands and branding
• Lovemarks the future beyond brands
• On brand
• Experiential marketing how to get customers to sense feel think act and relate to your company and brands
• Brands and branding
• Branding in action cases and strategies for profitable brand management
• Sports marketing a strategic perspective
• Best practice cases in branding lessons from the worlds strongest brands
• Marketing communications a European perspective
• Emotional branding the new paradigm for connecting brands to people
• power of industrial brands an effective route to competitive advantage
• From brand vision to brand evaluation strategically building and sustaining brands
• Customer relationship management business guide
• Sport marketing managing the exchange process
• Marketing on the Internet seven steps to building the Internet into your business
• Marketing research an international approach
• Strategic and competitive analysis methods and techniques for analyzing business competition
• Strategic brand management
• Strategic marketing creating competitive advantage
• New marketing strategies evolving flexible processes to fit market circumstance
• Measuring advertising effectiveness
• Corporate cultures and global brands
• Creating powerful brands in consumer service and industrial markets
• Building great customer experiences
• Strategic advertising management
• Branding across borders a guide to global brand marketing
• practice of public relations
• Branding a key marketing tool
• Competitive branding winning in the market place with value added brands
• Marketing communications an integrated approach
• Brand management
• Mixed methodology combining qualitative and quantitative approaches
• Human resource management
• Internet marketing strategy implementation and practice
• Customer relationship management perspectives from the marketplace
• Consumer behavior building marketing strategy
• reality of global brands cases and strategies for successful management of international brands
• Supply chain strategies customer driven and customer focused
• Marketing research an applied approach
• Online public relations
• handbook of brand management
• All consumers are not created equal the differential marketing strategy for brand loyalty and profits
• Strategic marketing
• Marketing research an applied approach
• Strategic brand management building measuring and managing brand equity
• Principles of direct and database marketing a digital orientation
• Marketing communications engagements strategies and practice
• Successful branding
• E marketing
• Strategic marketing management 2000 2001 planning and control
• Customer relationship management concepts and tools
• Advertising
• Consumer behaviour a European perspective
• What customers like about you adding emotional value for service excellence and competitive advantage
• International marketing strategy
• Consumer behavior
• Marketing research
• Understanding brands by 10 people who do
• Customer relationship management
• Marketing in the digital age
• Strategic market management
• Marketing research an applied approach
• Innovative marketing communications strategies for the events industry
• Marketing strategies for competitive advantage
• Sports sponsorship and marketing communications a European perspective
• Consumer behavior
• Consumer psychology for marketing
• Consumer behavior and marketing action
• Consumers
• Consumer behavior
• Loyalty com customer relationship management in the new era of Internet marketing
• E marketing strategy
• Brands the new wealth creators
• Principles of marketing
• Marketing planning & strategy
• Advertising principles & practice
• Organisational change
• Consumer behavior buying having and being
• International marketing
• How to conduct interviews by telephone and in person
• Marketing strategy and competitive positioning
• Integrated marketing communications the holistic approach