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Home » Ebook Strategic Brand Management 4th Global Edition by Keller

Ebook Strategic Brand Management 4th Global Edition by Keller

EBOOK

Book Title:  Strategic Brand Management: Building, Measuring and Managing Brand Equity 4th Global Edition

Author : Kevin Lane Keller

Publisher: Pearson - Prentice Hall © 2013

File size :  20.12 MB (pdf, wm)

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Table of Content:

Part I: Opening Perspectives 
Chapter 1 Brands and Brand Management 

Part II: Identifying and Establishing Brand Positioning and Values 
Chapter 2 Customer-Based Brand Equity 
Chapter 3 Brand Positioning 

Part III: Planning and Implementing Brand Marketing Programs 
Chapter 4 Choosing Brand Elements to Build Brand Equity 
Chapter 5 Designing Marketing Programs to Build Brand Equity 
Chapter 6 Integrating Marketing Communications to Build Brand Equity 
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 

Part IV: Measuring and Interpreting Brand Performance 
Chapter 8 Developing a Brand Equity Measurement and Management System 
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 

Part V: Growing and Sustaining Brand Equity 
Chapter 11 Designing and Implementing Branding Strategies 
Chapter 12 Introducing and Naming New Products and Brand Extensions 
Chapter 13 Managing Brands over Time 
Chapter 14 Managing Brands over Geographic Boundaries and Market Segments 

Part VI: Closing Perspectives 
Chapter 15 Closing Observations
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