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
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Title overview

For strategic management courses.

Strategic Brand Management delivers unmatched breadth, depth and relevance in branding education. Prioritising the consumer's point of view, it combines a robust conceptual foundation with practical insights for optimising short- and long-term brand strategies. An extensive collection of illustrative examples from US and global brands enhances topical discussions.

The 6th Edition features a new Chapter 2 covering modern marketing trends, such as consumer empowerment, generational shifts, data saturation and omnichannel expansion. The authors examine the skills and perspectives needed for building strong brands in the face of AI, maturing technologies and an increasingly competitive marketplace.

Table of contents

  • PART 1: OPENING PERSPECTIVES
  • 1. Brands and Brand Management
  • 2. Branding in the Modern Era
  • PART 2: IDENTIFYING AND DEVELOPING BRAND PLANS
  • 3. Elements of a Successful Brand Positioning
  • 4. Brand Resonance and the Brand Value Chain
  • PART 3: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
  • 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
  • PART 4: MEASURING AND INTERPRETING BRAND PERFORMANCE
  • 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
  • PART 5: GROWING AND SUSTAINING BRAND EQUITY
  • 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
  • PART 6: CLOSING PERSPECTIVES
  • 17. Closing Observations

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