Strategic brand management : a European perspective / created by Kevin Lane Keller, Tony Apéria and Mats Georgson.
Material type:
TextFinancial Times/Prentice Hall, 2012Edition: 2nd edDescription: xxv, 940 pages : illustrations ; 25 cmContent type: - text
- unmediated
- volume
- 9780273737872 (pbk.)
- HD69.B7 KEL
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Core Collection | Harare Campus Library Core Collection | HD69.B7 KEL (Browse shelf(Opens below)) | 159147 | Available | BK147091 | ||
| Core Collection | Main Library Core Collection | HD69.B7 KEL (Browse shelf(Opens below)) | 159146 | Available | BK147061 | ||
| Core Collection | PostGraduate Studies Library Core Collection | HD69.B7 KEL (Browse shelf(Opens below)) | 159148 | Available | BK147121 |
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| HD62.7 SCA Entrepreneurship and effective small business management / | HD62.7 SCA Essentials of entrereneurship and small business management | HD69.B7 KEL Strategic brand management : | HD69.B7 KEL Strategic brand management : a European perspective / | HD69.P75 PIN Project management : | HD69.P75 THO The little black book of project management | HD69.P75 WYS Effective project management |
Includes bibliographical references and index.
Machine generated contents note: pt. I Opening perspectives
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 questions
References and notes
pt. II Identifying and establishing brand positioning and values
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 customer 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 Note continued: pt. III Planning and implementing the brand marketing programme
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 communications 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
Conceptualizing the process
Company
Country of origin and other geographic areas Note continued: Channels of distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, cultural and other events
Third-party sources
Chapter review
Discussion questions
References and notes
pt. IV Measuring and interpreting brand performance
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 research techniques
Comprehensive models of consumer-based brand equity
Chapter review
Discussion questions
References and notes
10.Measuring outcomes of brand equity: capturing market performance
Preview Note continued: Comparative methods
Holistic methods
Chapter review
Discussion questions
References and notes
pt. V Growing and sustaining brand equity
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 based 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 Note continued: 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 customization
Global brand strategy
Building global customer-based brand equity
Chapter review
Discussion questions
References and notes
pt. VI Closing perspectives
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
Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for a broad exploration of a complicated subject
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