Strategic Brand Management, 4th Edition
©2013 |Pearson |
Kevin Lane Keller
©2013 |Pearson |
Create profitable brand strategies by building, measuring, and managing brand equity
Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure 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.
Solid Content. This text provides insights into how to lay branding groundwork and create profitable brand strategies by building, measuring, and managing brand equity. The authors offer this information through two types of different approaches:
Breadth: This book covers all the topics that practicing managers and students of brand management found intriguing and/or important.
Relevance: This book is well-grounded in practice and easily related to past and present marketing activities, events and case studies.
New and updated Branding Briefs and in-text examples:
May of the New Branding Briefs and numerous in-text examples have been added. The goal was to blend classic and contemporary examples, so many still-relevant and illuminating examples remain.
Additional academic references: As noted, the branding area continues to receiveconcerted academic research attention. Accordingly, each chapter incorporates new references and sources for additional study.
Chapters have been trimmed and large boxed material carefully screened to provide a snappier, more concise read.
The text includes numerous engaging photos and graphics. These visuals highlight many of the important and interesting concepts and examples from the chapters.
Updated and new original cases:
To provide broader, more relevant coverage, four new cases have been added to the Best Practices in Branding casebook — Product (Red), King Arthur Flour, ESPN X Games, and Target. Each of 14 other cases has been significantly updated. All of the cases are considerably shorter and tighter. Collectively, these cases provide insights into the thinking and activities of some of the world’s best marketers while also highlighting the many challenges they still face.
Some of the specific new topics reviewed in depth in the 4th edition include:
· Marketing in a recession
· Brand communities
· Luxury branding
· Brand characters
· Brand personas
· Brand makeovers
· Shopper marketing
· Person branding
· Social currency
· Brand potential
· Brand extension scorecard
· Culture and branding
· Brand flashbacks
· Future brand priorities
Chapters 2 and 3 have been reorganized and updated to show how the brand positioning, brand resonance and brand value chain models are linked, providing a comprehensive set of tools to help readers understand how brand equity can be created and tracked
Chapter 6 has been reorganized and updated around four major marketing communication options: 1) Advertising and promotion; 2) Interactive marketing; 3) Events and experiences; and 4) Mobile marketing. Guidelines and examples are provided for each of the four options. Special attention is paid to the role of social media.
Chapters 9 and 10 has been updated to include much new material on industry models of brand equity and financial and valuation perspectives on branding.
Chapters 11 and 12 have been reorganized and updated to provide an in-depth three-step model of how to develop a brand architecture strategy. As part of these changes, a detailed brand extension scorecard is presented.
Chapter 14 has been updated to include much new material on developing markets.
Chapter 15 has been updated to include much new material on future brand priorities.
Part I: Opening Perspectives
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