Strategic Brand Management: Building, Measuring, and Managing Brand Equity
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Book Overview
This 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... This description may be from another edition of this product.
Format:Hardcover
Language:English
ISBN:0131888595
ISBN13:9780131888593
Release Date:January 2007
Publisher:Pearson College Div
Length:692 Pages
Weight:3.23 lbs.
Dimensions:10.0" x 1.3" x 8.3"
Customer Reviews
4 ratings
Excellent
Published by Thriftbooks.com User , 25 years ago
This book is so far the best treatise in the incipient branding theory. Keller's effort recaps a decade of ideas about brands, thus the reader may find here an excellent compilation of schools of thought abouts brands and branding. Furthermore the author is able to present a new approach through a challenging and interesting model. This will be a textbook for years to come.
Top Notch - For Marketers or Recruiters
Published by Thriftbooks.com User , 25 years ago
Kevins perspectives are Right on Target ! A good read for anyone in Marketing a Product line , or for a Recruiter in Consumer Packaged Goods . Assisted me in better understanding my Marketing Candidates daily duties and gives me a greater appreciation fir the Hard Work it takes to Build a Brand into a Category Killer.
Excellent. The bible of branding.
Published by Thriftbooks.com User , 26 years ago
This book is the best compilation of strategic thinking regarding brand management. I have attented many lectures on the topic and this book says it all. This is very detailed, very intense but yet very exciting for any marketers involved with brand management.
The best book on branding!
Published by Thriftbooks.com User , 26 years ago
I think that Keller's Strategic Brand Management is the best book on branding available. Instead of simply listing success stories or compiling lists of do's and don'ts, this book offers a comprehensive framework for understanding why brands matter, how to measure their equity and how to build strong brands. What I especially liked about this book is that it is structured around a powerful framework called customer-based brand equity which basically says that brand equity lies in the mind of the consumer and that brands are powerful only to the extent that they serve some function for the consumer (like signalling product quality or simplifying choice). There are then great examples of how marketers can build brand awareness and favorable associations to create brand equity. Overall, I highly recommend this book to anybody working in marketing or simply interested in brands.
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