02451nam a2200229   450000500170000002000330001704000210005008200160007110000250008724501270011225000290023926000490026830000360031750400310035350511130038452006000149754600090209765000360210665000280214265000210217070000300219120250926073839.0  a9781292314969cTZS 188,218/=  aMULbeng.eAACR2  a658.827 KEL  aKELLER, K.L (Author)  aStrategic brand management : bbuilding, measuring, and managing brand equityc/ Kevin Lane Keller and Vanitha Swaminathan  a5th ed.bGlobal edition.  aHarlow:bPearson Education Limited,cc 2020.  a621 p. :bcolor ill. ; c28 cm.  aIcludes index p. 609 - 621  a
PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION 1. Brands and Brand Management PART II: DEVELOPING A BRAND STRATEGY 2. Customer-Based Brand Equity and Brand Positioning 3. Brand Resonance and Brand Value Chain PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS 4. Choosing Brand Elements to Build Brand Equity 5. Designing Marketing Programs to Build Brand Equity 6. Integrating Marketing Communications to Build Brand Equity 7. Branding in the Digital Era 8. Leveraging Secondary Brand Associations to Build Brand Equity PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE 9. Developing a Brand Equity Measurement and Management System 10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set 11. Measuring Outcomes of Brand Equity: Capturing Market Performance PART V: GROWING AND SUSTAINING BRAND EQUITY 12. Designing and Implementing Brand Architecture Strategies 13. Introducing and Naming New Products and Brand Extensions 14. Managing Brands Over Time 15. Managing Brands Over Geographic Boundaries and Market Segments PART VI: CLOSING PERSPECTIVES 16. Closing Observations  aThis title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. 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  aeng.  a Brand name products Management  aBusiness and Management  aBrand management  aSWAMINATHAN, V.c(Author)