Opis: Strategic Brand Management - Kevin Lane Keller, Tony Aperia, Mats Georgson

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.

"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." -- David Aaker, Professor of Marketing Strategy, "University of California at Berkeley," Author of Building Strong Brands "After reading Strategic Brand Management, my associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." -- Steve Goldstein, Vice President of Marketing and Research, "Levi's Brand U.S.A." "Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." -- Al Silk, Professor Emeritus, "Harvard Business School" "Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." -- Liz Dolan, Vice President of Marketing Communication, "Nike, Inc." "Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should becongratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." -- Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, "Northwestern University" "The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that, need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." -- Dennis Carter, Vice President, Sales and Marketing, "Intel Corporation" "Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." -- Allen Adamson, Managing Director, "Landor Associates" "Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." -- Scott Bedbury, "CEO of Brandstream," author of A New Brand World "Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion."-- Joanne Bischmann, Vice President of Marketing, "Harley-Davidson Motor Company" "Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling case studies and best practices that bring this to life." -- Jim Stengel, Global Marketing Officer, "Procter & Gamble" "Kevin Keller provides masterful insights into total branding . . . from the finesse of brand building to the financial impact of success." -- Michael Dolan "In an ever fragmenting media world where connecting with consumers with the same or less marketing resources is the norm, Keller's practical approach to constructing integrated marketing communication plans will help marketers squeeze every ounce of value from their advertising budgets." -- Jan ValenticTable of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements 1 Brands and brand management Preview What is a brand? Why do brands matter? Can anything be branded? What are the strongest brands? Branding challenges and opportunities The brand equity concept Strategic brand management process Chapter review Discussion questionsReferences and notes 2 Customer-based brand equity Preview Customer-based brand equity Making a brand strong: brand knowledge Sources of brand equity Four steps to building a brand Brand building blocks Creating brand value Chapter review Discussion questions References and notes 3 Brand positioning Preview Identifying and establishing brand positioning Positioning guidelines Defining and establishing brand mantras Chapter review Discussion questions References and notes 4 Choosing brand elements to build brand equity Preview Criteria for choosing brand elements Options and tactics for brand elements Putting it all together Chapter review Discussion questions References and notes 5 Designing marketing campaigns to build brand equity Preview New perspectives on marketing Product strategy Pricing strategy Channel strategy Chapter review Discussion questions References and notes 6 Integrating marketing campaigns to build brand equity Preview New media Overview of marketing communication options Developing integrated marketing communication campaigns Chapter review Discussion questions References and notes 7 Using secondary brand associations to build brand equity Preview Conceptualising the process Company Country of origin and other geographical areas Channels of distribution Co-branding Licensing Celebrity endorsement Sporting, cultural and other events Third-party sources Chapter review Discussion questions References and notes 8 Developing a brand equity measurement and management system Preview The new accountability The brand value chain Brand audits Designing brand tracking studies Establishing a brand equity management system Chapter review Discussion questions References and notes 9 Measuring sources of brand equity: capturing the customer mindset Preview Qualitative research techniques Zaltman Metaphor Elicitation Technique Quantitative researchtechniques Comprehensive models of consumer-based equity Chapter review Discussion questions References and notes 10 Measuring outcomes of brand equity: capturing market performance Preview Comparative methods Holistic methods Chapter review Discussion questions References and notes 11 Designing and implementing branding strategies Preview Brand architecture Brand hierarchy Designing a branding strategy Using cause marketing to build brand equity Chapter review Discussion questions References and notes 12 Introducing and naming products and brand extensions Preview New products and brand extensions Advantages of extensions Disadvantages of brand extensions Understanding how consumers evaluate brand extensions Evaluating brand extension opportunities Extension guidelines built on academic research Chapter review Discussion questions References and notes 13 Managing brands over time Preview Reinforcing brands Revitalizing brands Adjustments to the brand portfolio Chapter review Discussion questions References and notes 14 Managing brands over geographic boundaries and market segments Preview Rationale for going international Advantages of global marketing campaigns Disadvantages of global marketing campaigns Standardization versus customisation Global brand strategy Building global customer-based brand equity Chapter review Discussion questions References and notes 15 Closing observations Preview Strategic brand management guidelines What makes a strong brand? Special applications Future brand priorities Chapter review Discussion questions References and notes

Szczegóły: Strategic Brand Management - Kevin Lane Keller, Tony Aperia, Mats Georgson

Tytuł: Strategic Brand Management
Autor: Kevin Lane Keller, Tony Aperia, Mats Georgson
Wydawnictwo: Prentice Hall
ISBN: 9780273737872
Rok wydania: 2011
Ilość stron: 968
Oprawa: Miękka
Waga: 1.81 kg

Recenzje: Strategic Brand Management - Kevin Lane Keller, Tony Aperia, Mats Georgson