مدیریت استراتژیک برند

by Kevin Lane Keller, عطیه بطحایی (Translator)

The fourth edition of Strategic Brand Management offers a comprehensive view of the changing technological, cultural, global and economic environment that brands face. The book is well-grounded in practice and can be easily related to past and current marketing activities, events and case studies. Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts. Each chapter contains a Brand Focus appendix that delves into detail on specific and related branding topics, such as brand audits, legal issues, brand crises and private labels. Numerous in-text examples, highlighting brands such as Dettol, Colgate and Jet Airways, have been introduced to illuminate the discussion of virtually every topic and a series of Branding Brief boxes provide more in-depth examinations of ed topics or brands. The text includes engaging visuals that highlight many of the important and interesting concepts and examples from the chapters. Print ads from various Indian companies, such as TCS, ITC, Taj Hotels and Marico, have been incorporated to illustrate case studies and examples. Some of the specific new topics reviewed in depth in this 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

Genres: Business, Management, Nonfiction, Textbooks, Entrepreneurship, Design, Communication

480 pages, Paperback

Published January 1, 2012

About the author

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. He has served as a consultant and advisor to marketers for some of the world’s most successful brands. He teaches the elective Strategic Brand Management.

Reviews

[Stephan Pire · Rating 4 out of 5]

Great comprehensive book with plenty of case studies.

Funny enough: the book has foreseen the P&G success of Old Spice (the one I read was published in 2008) before it happened in 2010 2011 (it didn't speak about social media though)

[Teri Temme · Rating 5 out of 5]

Loved this book - great information source on branding with a lot of examples. You are guaranteed to learn something about brands you know that you didn't know! Easy read. Fun. Goes in depth on brand equity - building, measuring and managing.

[Farhaj]

read purpose

[Abdul Qadoos]

Strategic Brand Management

[Caro]

Project "reading the whole textbook in less than 24 hours" completed ✓

[Mohammad Safil]

master

[Amir Noferesti · Rating 4 out of 5]

Strategic Brand Management: Building, Measuring, and Managing Brand Equity is a book written by Kevin Lane Keller, a leading expert in the field of brand management. The book provides a comprehensive framework for understanding and managing brand equity, which is the value of a brand to an organization.

The book begins by defining brand equity and its components, including brand loyalty, perceived quality, and other associations. Keller then delves into the key strategies for building and managing brand equity, including brand positioning, brand identity, and brand portfolio management. He also provides insights on how to measure the success of a brand and how to adapt to changes in the marketplace.

One of the strengths of the book is its practical approach, with a wide range of real-world examples and case studies used to illustrate the concepts discussed. Keller also provides a variety of tools and templates that can be used to develop and implement brand management strategies.

[Deniz · Rating 3 out of 5]

There are not many books on Brand Management, so we didn't have much to choose from for our class. The book's not bad, but it's very hard to actually read the chapters because the text is very wordy and feels abstract, something that's not backed by solid research. The case studies are comprehensive and up to date, which is maybe the best thing about this textbook.

[Humaira Tahsin]

I want to read this for completing research report.

[Kara Headley · Rating 3 out of 5]

Had to read for class. Read like half and skimmed the rest. It’s whatever

[Bruno Guerra Cunha · Rating 4 out of 5]

I am currently studying for an exam of Brand Management and this book is basically the whole class. My teacher based almost everything in the class summaries from this book. I am guessing that the branding cases will show up in my exam. Anyway, this is a interesting, however a bit outdated, book for anyone interested in studying Branding.

[Bangkokian · Rating 3 out of 5]

I don't know that I'm gonna like it or not.
For next month I've to read it for final exam!!!

Wish me luck.

[Shahid]

bvnmbvn

[Larashi · Rating 4 out of 5]

Practical book for writing my brand related paper
Clear understanding. Lots stories of brands.
Very inspiring yet informative

[Indransh Gupta · Rating 5 out of 5]

great book. must read for those who wish to take up a job in branding or advertising

[Khurram Shabbir]

i wanna to see some new trends regarding Brand Strategies

[Paras Rishi · Rating 4 out of 5]

This is a brilliant book, very well written with a lot of brand trivia which makes the read very interesting & inspiring. Highly recommended.

[Adi Rs]

I didn't read yet.

[Delhi Irc]

Location: PTI IRC
Accession no: DL026988

[Sonam Puri · Rating 5 out of 5]

Best book under graduate students.

[Tashia · Rating 4 out of 5]

Expensive book but gave some good insight for class lessons.

[Tupe Karan]

Well definitely a good book for someone looking forward to establish a name in the market.

[Tram]

this is the book what you need to read.