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005			20230519123454.0
008			230512b |||||||| |||| 00| 0 eng d
020			_a9780273737872 (pbk.)
040			_arda _cMSULIB _bEnglish _erda
050	0	0	_aHD69.B7 KEL
100	1		_aKeller, Kevin Lane, _d1956- _eauthor
245	1	0	_aStrategic brand management : _ba European perspective / _ccreated by Kevin Lane Keller, Tony Apéria and Mats Georgson.
250			_a2nd ed.
260			_cc
264			_bFinancial Times/Prentice Hall, _c2012.
300			_axxv, 940 pages : _billustrations ; _c25 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
504			_aIncludes bibliographical references and index.
505			_aMachine 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
520			_aBrand 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
650		0	_aBrand name products _xManagement.
650		0	_aBrand name products _zEurope _xManagement.
700	1		_aApéria, Tony. _eauthor
700	1		_aGeorgson, Mats. _eauthor
942			_2lcc _cB
999			_c162137 _d162137