Text

Strategic brand management : building, measuring, and managing brand equity. Fourth Edition.

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures 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. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.

Availability

Detail Information

Series Title

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Call Number

658.827 Kel s

Publisher

England : Pearson Education Limited., 2020

Collation

590 p. : ill. ; 28cm

Language

English

ISBN/ISSN

9780273779414

Classification

658.82722

Content Type

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Media Type

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Carrier Type

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Edition

Fourth Edition

Subject(s)

BRAND NAME PRODUCTS, BUSINESS NAMES

Specific Detail Info

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Statement of Responsibility

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