Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.
By: Keller, Kevin Lane
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Material type: 
BookPublisher: Upper Saddle River, NJ : Pearson/Prentice Hall, c2008Edition: 3rd ed.Description: xxi, 692 p. : ill. (chiefly col.) ; 26 cm.ISBN: 9780131888593 ; 0131888595 ; 9788131719770.Subject(s): Brand name products -- Management | Merken | Marketing | Strategisch managementDDC classification: 658.8 Online resources: Table of contents only | Item type | Current location | Call number | Status | Notes | Date due | Barcode |
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Eastern University Library General Stacks | 658.8 KES 2008 (Browse shelf) | Available | Dhanmondi Library | 09352 | |
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Eastern University Library General Stacks | 658.8 KES 2008 (Browse shelf) | Available | 07172 |
Includes bibliographical references and index.
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 -- Ch. 3. Brand positioning -- Pt. III. Planning 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 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.
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