Strategic Brand Management : Building, Measuring, and Managing Brand Equity / Kevin Lane Keller, M. G. Parameswaran, Isaac Jacob
Material type:
TextLanguage: English Publisher: New Delhi : Pearson , 2008Description: 714 pages : color illustrationsISBN: 9788131756898Subject(s): Brand name products -- ManagementDDC classification: 658.8 | Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | Reference | 658.8 KEL (Browse shelf) | Available | 36894 | |
| Books | Institute of Public Enterprise, Library S Campus | 658.8 KEL (Browse shelf) | Available | 36895 | ||
| Books | Institute of Public Enterprise, Library S Campus | 658.8 KEL (Browse shelf) | Available | 36225 |
I: Opening Perspectives CHAPTER 1Brands & Brand ManagementII: Identifying and Establishing Brand Positioning and Values CHAPTER 2Customer-Based Brand EquityCHAPTER 3Brand Positioning III: Planning and Implementing Brand Marketing Programs CHAPTER 4Choosing Brand Elements to Build Brand EquityCHAPTER 5 Designing Marketing Programs to Build Brand EquityCHAPTER 6Integrating Marketing Communications to Build Brand EquityCHAPTER 7Leveraging Secondary Brand Associations to Build Brand EquityIV: Measuring and Interpreting Brand Performance. CHAPTER 8Developing a Brand Equity Measurement and Management SystemCHAPTER 9Measuring Sources of Brand Equity: Capturing Customer MindsetCHAPTER10Measuring Outcomes of Brand Equity: Capturing Market PerformanceV: Growing and Sustaining Brand Equity.CHAPTER 11Designing and Implementing Branding StrategiesCHAPTER 12Introducing and Naming New Products and Brand ExtensionsCHAPTER 13Managing Brands over TimeCHAPTER 14Managing Brands over Geographic Boundaries and Market SegmentsVI: Closing PerspectivesCHAPTER 15Closing Observations
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