Building, Measuring, and Managing Brand Equity

Strategic Brand Management

Kevin Keller

788 pages, parution le 01/03/2004 (2^eme édition)

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Résumé

Finely-focused on the "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. Considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.

his book addresses three important questions:

How can brand equity be created?;
How can brand equity be measured?;
and How can brand equity be used to expand business opportunities?

L'auteur - Kevin Keller

Kevin Keller est professeur de marketing à la Tuck School of Business de Dartmouth College (Hanover, États-Unis). Grand spécialiste mondialement reconnu de la marque, il est notamment l'auteur de Management stratégique de la marque (Pearson Education, 2009), le manuel de référence du domaine.

Sommaire

Opening Perspectives
- Introduction
- Brand Equity
Building Brand Equity
- Brand Knowledge Structures
- Choosing Brand Elements to Build Brand Equity
- Designing Marketing Programs to Build Brand Equity
- Integrating Marketing Communications to Build Brand Equity
- Leveraging Secondary Brand Associations to Build Brand Equity
Measuring Brand Equity
- Measuring Sources of Brand Equity
- Measuring Outcomes of Brand Equity
- Brand Equity Measurement System
Managing Brand Equity
- Branding Strategies
- Introducing and Naming New Products and Brand Extensions
- Managing Brands Over Time
- Managing Brands Over Geographical Boundaries, Cultures, and Market Segments
Applications
- Closing Observations

Appendix A Levi's Dockers: Creating a Sub-Brand
Appendix B Intel Corporation: Branding an Ingredient
Appendix C The California Milk Processor Board: Branding a Commodity
Appendix D Nivea: Managing a Brand Portfolio
Appendix E Nike: Building a Global Brand
Epilogue
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Kevin Keller
Parution	01/03/2004
Édition	2^eme édition
Nb. de pages	788
Format	17,5 x 23,5
Couverture	Broché
Poids	1150g
Intérieur	Noir et Blanc
EAN13	9780131105836
ISBN13	978-0-13-110583-6