Strategic brand management: building, measuring, and managing brand equity, 4th ed. Global edition

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 decisions–and thus improving the long-term __profitability__ of specific brand strategies Pt. I Opening Perspectives -- Ch. 1 Brands And Brand Management -- Pt. Ii Identifying And Establishing Brand Positioning And Values -- Ch. 2 Customer-based Brand Equity And Brand Positioning -- Ch. 3 Brand Resonance And The Brand Value Chain -- Pt. Iii Designing And Implementing Brand Marketing Programs -- Ch. 4 Choosing Brand Elements To Build Brand Equity -- Ch. 5 Designing Marketing Programs To Build Brand Equity -- Ch. 6 Integrating Marketing Communications To Build Brand Equity -- Ch. 7 Leveraging Secondary Brand Associations To Build Brand Equity -- Pt. Iv Measuring And Interpreting Brand Performance -- Ch. 8 Developing A Brand Equity Measurement And Management System -- Ch. 9 Measuring Sources Of Brand Equity : Capturing Customer Mind-set -- Ch. 10 Measuring Outcomes Of Brand Equity : Capturing Market Performance -- Pt. V Growing And Sustaining Brand Equity -- Ch. 11 Designing And Implementing Branding Architecture Strategies -- Ch. 12 Introducing And Naming New Products And Brand Extensions -- Ch. 13 Managing Brands Over Time -- Ch. 14 Managing Brands Over Geographic Boundaries And Market Segments -- Pt. Vi Closing Perspectives -- Ch. 15 Closing Observations. Kevin Lane Keller. Includes Bibliographical References And Index. For students, managers and senior executives studying Brand Management. Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. The concept of brand equity is the main focus of this book provides students with a valuable perspective, and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future. -- From publisher's web site This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. Create profitable brand strategies by building, measuring, and managing brand equity Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world.