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

  • Kevin Lane Keller
  • , Vanitha Swaminathan

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Strategic Brand Management delivers unmatched breadth, depth and relevance in branding education. Prioritizing the consumer’s point of view, it combines a robust conceptual foundation with practical insights for optimizing 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.

Published by Pearson (March 3rd 2026) - Copyright © 2027

ISBN-13: 9780135318621

Subject: Management

Category: Strategic Management

  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