Brand: a brand can be defined as a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. A supplementary text to strategic brand management, this title presents 16 case studies of the worlds strongest brands in addition to a host of brand management topics to provide relevant insight to the course brand equity the concept of brand equity is the main focus of this book-andprovides. Get textbooks on google play rent and save from the world's largest ebookstore read, highlight, and take notes, across web, tablet, and phone. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty journal of marketing , 65 (2), 81-93 chen, ac (2001)using free association to examine the relationship between the characteristics of brand associations and brand equity.
• combine company goals & strategies to identify best elements • brand elements help: - enhance brand awareness - enhance associations - encourage positive emotions & feelingsthere are many branding theories and concepts discussed by kevin keller in strategic brand management: building, measuring and managingbrand equity. Kevin lane keller is an international leader in the study of brands, branding, and strategic brand management, with research focused on improving marketing strategies through an understanding of consumer behavior. Journal name: open journal of business and management, vol3 no1, january 16, 2015 abstract: the concept brand image has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Buy strategic brand management: global edition 4 by kevin keller (isbn: 9780273779414) from amazon's book store everyday low prices and free delivery on eligible orders.
Professor keller is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications he is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. Kevin lane keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications the sixteen cases he wrote for this book feature some of the world's most successful brands and companies, such as apple, intel, nike, and dupont. Abebookscom: strategic brand management: building, measuring, and managing brand equity, 4th edition (9780132664257) by kevin lane keller and a great selection of similar new, used and collectible books available now at great prices. Keller's brand equity model is also known as the customer-based brand equity (cbbe) model kevin lane keller, a marketing professor at the tuck school of business at dartmouth college, developed the model and published it in his widely used textbook, strategic brand management . The paper suggests the framework for building brand identity in sequential order, namely, positioning the brand, communicating the brand message, delivering the brand performance, and leveraging the brand equity.
Strategic brand management: a european perspective by keller, kevin lane and a great selection of similar used, new and collectible books available now at abebookscom. Ijber volume 1, issue 1 (january, 2013) international journal of business and economic research a journal of international brand analysis of nike, adidas and puma: a decade of glory syed fida hussain shah assistant professor comsats institute of information technology, abbottabad. Mr parker is chairman of the board of directors of nike, and has served as president and chief executive officer and a director since 2006 he has been employed by nike since 1979 with primary responsibilities in product research, design and development, marketing, and brand management. Harley davidson`s brand equity and strategic brand management among millennials harley davidson is a key brand for segmented consumers worldwide the author has selected harley davidson as the.
Description for undergraduate and mba marketing management and strategy courses kotler/keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Strategic brand management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. Keller k, aperia t & georgson m, 2012, strategic brand management: a european perspective, prentice hall you may also find it useful to read around core topics in the following texts: de chernatony, l (2010) from brand vision to brand evaluation, butterworth heinemann, oxford. This strategy has been paid off, for example, since tiger woods and nike cooperated, annual sales for nike golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement (pike, 2006 cited by carlson and donavan, 2008.
This item: strategic brand management: building, measuring, and managing brand equity, 4th edition by kevin lane keller hardcover $19799 only 2 left in stock - order soon ships from and sold by salvation overstock (tampa - p74. Professor keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value textbooks written by him on those subjects course reading on those subjects, strategic brand management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the bible of branding. Marketing management kotler, philip, (2009) strategic brand management : building, measuring, and managing brand equity. Brand positioning describes how a brand can effectively compete against a specified set of competitors in a particular market in many cases, however, brands span multiple product categories, and.