000			02500nam a2200253 4500
005			20250926073839.0
020			_a9781292314969 _cTZS 188,218/=
040			_aMUL _beng. _eAACR2
082			_a658.827 KEL
100			_aKELLER, K.L (Author)
245			_aStrategic brand management : _bbuilding, measuring, and managing brand equity _c/ Kevin Lane Keller and Vanitha Swaminathan
250			_a5th ed. _bGlobal edition.
260			_aHarlow: _bPearson Education Limited, _cc 2020.
300			_a621 p. : _bcolor ill. ; _c28 cm.
504			_aIcludes index p. 609 - 621
505			_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
520			_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
546			_aeng.
650			_a Brand name products Management
650			_aBusiness and Management
650			_aBrand management
700			_aSWAMINATHAN, V. _c(Author)
942			_cBK
999			_c11209 _d11209