Strategic Brand Management, 4th Edition

Kevin Lane Keller

If You're an Educator

If You're a Student

Overview

Description

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.

Features

Brand Equity. The concept of brand equity is the main focus of this book–andprovides students with a valuable perspective,and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.

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:

Three Questions. All the information in this text helps students answer the following three questions:

How can we create brand equity?
How can we measure brand equity?
How can we sustain brand equity to expand business opportunities?

Three Dimensions.

First the authors provide a framework that gives the definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure, and manage brand equity.
Besides offering information on broad, fundamentally important branding topics, this text also includes numerous science of branding boxes showing in-depth treatment of cutting-edge ideas and concepts.
To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands.

Depth: The material in this book is presented in the context of a conceptual framework that's comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature.

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 to This Edition

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 receive

concerted academic research attention. Accordingly, each chapter incorporates new references and sources for additional study.

Tighter chapters:

Chapters have been trimmed and large boxed material carefully screened to provide a snappier, more concise read.

Stronger visuals:

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 4^th 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.

Resources

Instructor Resources

Format	On-line Supplement
ISBN-13:	9780132664295
Availability	Live

Download Instructor's Manual Chapters 1-15 (application/zip) (0.3MB)

Format	On-line Supplement
ISBN-13:	9780132664301
Availability	Live

Download PowerPoint Presentation Chapters 1-15 (application/zip) (36.7MB)

Order

Pearson offers special pricing when you package your text with other student resources. If you're interested in creating a cost-saving package for your students, contact your Pearson rep.

Digital

book cover — Strategic Brand Management (Subscription), 4th Edition

Keller

©2013 | Pearson

Format	Adobe Reader
ISBN-13:	9780133255423
Online purchase price	$59.99	Students, buy or rent this eText
Availability	Live

Paper

Format	Cloth
ISBN-13:	9780132664257
Suggested retail price	$293.32
Availability	This item is currently unavailable for purchase on our websites. Instructors, you may still place orders with your bookstore.

Strategic Brand Management, 4th Edition

If You're an Educator

If You're a Student

Overview

Description

Features

New to This Edition

Table of Contents

Resources

Instructor Resources

Order

Digital

Strategic Brand Management (Subscription), 4th Edition

Paper

Strategic Brand Management, 4th Edition

Previous editions

Strategic Brand Management, 3rd Edition

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