Name: Strategic Brand Management（5版）
SKU: https://www.books.com.tw/products/0010842844

內容簡介

　　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, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.

作者介紹

作者簡介

Kevin Lane Keller

　　現職：Tuck School of Business Dartmouth College

Vanitha Swaminathan

　　現職：Katz Graduate School of Business University of Pittsburgh

PART I: OPENING PERSPECTIVES
Ch 1 Brands and Brand Management

PART II: DEVELOPING A BRAND STRATEGY
Ch 2 Customer-Based Brand Equity and Brand Positioning
Ch 3 Brand Resonance and the Brand Value Chain

PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
Ch 4 Choosing Brand Elements to Build Brand Equity
Ch 5 Designing Marketing Programs to Build Brand Equity
Ch 6 Integrating Marketing Communications to Build Brand Equity
Ch 7 Branding in the Digital Era
Ch 8 Leveraging Secondary Brand Associatins to Build Brand Equity

PART IV: MEASURING AND INTERPERTING BRAND PERFORMANCE
Ch 9 Developing a Brand Equity Measurement and Management System
Ch10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Ch11 Measuring Outcomes of Brand Equity: Capturing Market Performance

PART V: GROWING AND SUSTAINING BRAND EQUITY
Ch12 Designing and Implementing Brand Architecture Strategies
Ch13 Introducing and Naming New Products and Brand Extensions
Ch14 Managing Brands Over Time
Ch15 Managing Brands Over Geographic Boundaries and Market Segments

PART VI: CLOSING PERSPECTIVES
Ch16 Closing Observations

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詳細資料

ISBN：9781292314969
規格：平裝 / 622頁 / 21.7 x 27.7 x 1.9 cm / 普通級 / 全彩印刷 / 5版
出版地：台灣

本書分類：專業/教科書/政府出版品> 管理類> 行銷> 行銷管理

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