Strategic brand management : building, measuring, and managing brand equity
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 States. For courses in brand management. Create profitable brand strategies by building, measuring,...
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| Formato: | Livro |
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Harlow:
Pearson Education Limited,
c 2020.
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| Edição: | 5th ed. |
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| LEADER | 00000nam a2200000 4500 | ||
|---|---|---|---|
| 005 | 20250926073839.0 | ||
| 020 | |a 9781292314969 |c TZS 188,218/= | ||
| 040 | |a MUL |b eng. |e AACR2 | ||
| 082 | |a 658.827 KEL | ||
| 100 | |a KELLER, K.L (Author) | ||
| 245 | |a Strategic brand management : |b building, measuring, and managing brand equity |c / Kevin Lane Keller and Vanitha Swaminathan | ||
| 250 | |a 5th ed. |b Global edition. | ||
| 260 | |a Harlow: |b Pearson Education Limited, |c c 2020. | ||
| 300 | |a 621 p. : |b color ill. ; |c 28 cm. | ||
| 504 | |a Icludes 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 | |a 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 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 | |a eng. | ||
| 650 | |a Brand name products Management | ||
| 650 | |a Business and Management | ||
| 650 | |a Brand management | ||
| 700 | |a SWAMINATHAN, V. |c (Author) | ||
| 942 | |c BK | ||
| 999 | |c 11209 |d 11209 | ||