Strategic Brand Management
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Strategic Brand Management
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Author : Kevin Lane Keller
language : en
Publisher:
Release Date : 2015
Strategic Brand Management written by Kevin Lane Keller and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Strategic Brand Management
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Author : Kevin Lane Keller
language : en
Publisher:
Release Date : 1998
Strategic Brand Management written by Kevin Lane Keller and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Brand name products categories.
This volume provides a comprehensive, up-to-date treatment of the subject of brands, brand equity and strategic brand management. It provides insights into how profitable brand strategies can be created by building, measuring and managing brand equity.
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language : en
Publisher:
Release Date :
written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Strategic Brand Management
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Author : Kevin Lane Keller
language : en
Publisher: Pearson Higher Ed
Release Date : 2013-03-06
Strategic Brand Management written by Kevin Lane Keller and has been published by Pearson Higher Ed this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-06 with Business & Economics categories.
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.
Strategic Brand Management And Development
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Author : Sotiris T. Lalaounis
language : en
Publisher: Routledge
Release Date : 2020-12-30
Strategic Brand Management And Development written by Sotiris T. Lalaounis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-30 with Business & Economics categories.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.
The New Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Limited
Release Date : 2012-01
The New Strategic Brand Management written by Jean-Noël Kapferer and has been published by Kogan Page Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01 with Business & Economics categories.
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but has also become synonymous with the topic itself. Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, it reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka, plus, among other things, models and frameworks such as the Brand Identity Prism, it remains at the forefront of strategic brand thinking.
Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Simon and Schuster
Release Date : 1994
Strategic Brand Management written by Jean-Noël Kapferer and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.