Ulteriori informazioni
I: Opening Perspectives
CHAPTER 1
Brands & Brand Management
II: Identifying and Establishing Brand Positioning and Values
CHAPTER 2
Customer-Based Brand Equity
CHAPTER 3
Brand Positioning
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
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 Mindset
CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance
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
VI: Closing Perspectives
CHAPTER 15
Closing Observations
Riassunto
For students, managers and senior executives studying Brand Management.
Keller, Strategic Brand Management, 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
