Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 6th edition

Published by Pearson (1 July 2026) © 2027

  • Kevin Lane Keller Dartmouth College
  • Vanitha Swaminathan University of Pittsburgh
Products list
$52.15 AUD
Instant access

Title overview

Hallmark features of this title

Learning by example

  • In-text examples illuminate key ideas and often highlight a specific brand or an issue faced by a brand.
  • Branding Briefs are real-world case scenarios that take a closer look at a brand’s strategy.
  • In-depth timelines for megabrands such as Amazon, Google and Apple reveal patterns in brand development.

Topical explorations

  • A Brand Focus section at the end of each chapter delves into specific branding-related topics such as brand audits, private labels and legal issues.
  • The Science of Branding sections throughout the text discuss the latest academic research on a topic, using jargon-free language.

Table of contents

  1. Brands and Brand Management
  2. Branding in the Modern Era
  3. Elements of a Successful Brand Positioning
  4. Brand Resonance and the Brand Value Chain
  5. Choosing Brand Elements
  6. Designing Marketing Programs
  7. Integrated Marketing Communications: Traditional Mass Communication Options
  8. Integrated Marketing Communications: Digital Communication Options and Artificial Intelligence
  9. Leveraging Secondary Brand Associations to Build Brand Equity
  10. Developing a Brand Equity Measurement and Management System
  11. Measuring Sources of Brand Equity: Capturing Customer Mindset
  12. Measuring Outcomes of Brand Equity: Capturing Market Performance
  13. Designing and Implementing Brand Architecture Strategies
  14. Introducing and Naming New Products and Brand Extensions
  15. Managing Brands Over Time
  16. Managing Brands Over Geographic Boundaries and Other Market Segments
  17. Closing Observations

Need help?Get in touch