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Strategic Brand Management

A European Perspective

Paperback Engels 2011 9780273737872
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Samenvatting

Keller, Strategic Brand Management 2e

 'Over the last 25 years ,   hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard.  This work is, quite simply, the best in its field.'

John Murphy, founder of Interbrand (www.interbrand.com)

 

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

New to this edition New ‘Brand Briefing’ case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin New online resources including more multiple choice questions to help you  assess your progress More coverage of channel management and B2B research on brands

Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.

About the authors

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

Tony Apéria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apéria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

 

 

Specificaties

ISBN13:9780273737872
Taal:Engels
Bindwijze:Paperback
Uitgever:Pearson Education

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Inhoudsopgave

<p>Table of Contents</p> <p></p>&nbsp; <p>Guided tour</p> <p>Preface</p> <p>About the authors</p> <p>Authors’ acknowledgements</p> <p>Publisher’s acknowledgements</p> <p>&nbsp;</p>1 Brands and brand management <p>Preview</p> <p>What is a brand?</p> <p>Why do brands matter?</p> <p>Can anything be branded?</p> <p>What are the strongest brands?</p> <p>Branding challenges and opportunities</p> <p>The brand equity concept</p> <p>Strategic brand management process</p> <p>Chapter review</p> Discussion questions References and notes <p>&nbsp;</p>2 Customer-based brand equity <p>Preview</p> <p>Customer-based brand equity</p> <p>Making a brand strong: brand knowledge</p> <p>Sources of brand equity</p> <p>Four steps to building a brand</p> <p>Brand building blocks</p> <p>Creating brand value</p> <p>Chapter review</p> <p>Discussion questions</p> <p>References and notes</p> <p>&nbsp;</p>3 Brand positioning <p>Preview</p> <p>Identifying and establishing brand positioning</p> <p>Positioning guidelines</p> <p>Defining and establishing brand mantras</p> <p>Chapter review</p> <p>Discussion questions</p> References and notes <p>&nbsp;</p>4 Choosing brand elements to build brand equity <p>Preview</p> <p>Criteria for choosing brand elements</p> <p>Options and tactics for brand elements</p> <p>Putting it all together</p> <p>Chapter review</p> <p>Discussion questions</p> References and notes <p>&nbsp;</p>5 Designing marketing campaigns to build brand equity <p>Preview</p> <p>New perspectives on marketing</p> <p>Product strategy</p> <p>Pricing strategy</p> <p>Channel strategy</p> <p>Chapter review</p> <p>Discussion questions</p> References and notes <p>&nbsp;</p>6 Integrating marketing campaigns to build brand equity <p>Preview </p> <p>New media</p> <p>Overview of marketing communication options</p> <p>Developing integrated marketing communication campaigns</p> <p>Chapter review</p> <p>Discussion questions</p> <p>References and notes</p> <p>&nbsp;</p>7 Using secondary brand associations to build brand equity <p>Preview</p> <p>Conceptualising the process</p> <p>Company</p> <p>Country of origin and other geographical areas</p> <p>Channels of distribution</p> <p>Co-branding</p> <p>Licensing</p> <p>Celebrity endorsement</p> <p>Sporting, cultural and other events</p> <p>Third-party sources</p> <p>Chapter review</p> <p>Discussion questions</p> <p>References and notes</p> <p>&nbsp;</p>8 Developing a brand equity measurement and management system <p>Preview</p> <p>The new accountability</p> <p>The brand value chain</p> <p>Brand audits</p> <p>Designing brand tracking studies</p> <p>Establishing a brand equity management system</p> <p>Chapter review</p> <p>Discussion questions</p> <p>References and notes</p> <p>&nbsp;</p>9 Measuring sources of brand equity: capturing the customer mindset <p>Preview</p> <p>Qualitative research techniques</p> <p>Zaltman Metaphor Elicitation Technique</p> <p>Quantitative researchtechniques</p> <p>Comprehensive models of consumer-based equity</p> <p>Chapter review</p> <p>Discussion questions</p> <p>References and notes</p> <p>&nbsp;</p>10 Measuring outcomes of brand equity: capturing market performance <p>Preview</p> <p>Comparative methods</p> <p>Holistic methods</p> Chapter review <p>Discussion questions</p> <p>References and notes</p> <p>&nbsp;</p>11 Designing and implementing branding strategies <p>Preview</p> <p>Brand architecture</p> <p>Brand hierarchy</p> <p>Designing a branding strategy</p> <p>Using cause marketing to build brand equity</p> <p>Chapter review</p> <p>Discussion questions</p> <p>References and notes</p> <p>&nbsp;</p>12 Introducing and naming products and brand extensions <p>Preview</p> <p>New products and brand extensions</p> <p>Advantages of extensions</p> <p>Disadvantages of brand extensions</p> <p>Understanding how c</p>

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