Strategic Brand Management: Building, Measuring, and Managing Brand Equity

by Kevin Lane Keller

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.

For courses in brand management.



This ISBN is for the bound textbook, which students can rent through their bookstore.

 



Create profitable brand strategies by building, measuring, and managing brand equity

Strategic Brand Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures 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. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today’s consumers.



This title is also available digitally as a standalone Pearson eText. This option gives students affordable access to learning materials, so they come to class ready to succeed.  

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

600 pages, Kindle Edition

Published January 1, 2019

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.