Strategic Brand Management Building, Measuring, and Managing Brand Equity 5th Global Edition by Kevin Lane Keller ebook

Strategic Brand Management Building, Measuring, and Managing Brand Equity 5th Global Edition by Kevin Lane Keller By: Kevin Lane Keller; Vanitha Swaminathan Publisher: Pearson (Intl) Print ISBN: 9781292314969, 1292314966 other ISBN: 9781292314990, 1292314990 Edition: 5th Copyright year: 2020WHAT IS THE BOOK ABOUT?This book deals with brands?why they are important, what they represent to consumers, andwhat firms should do to manage them properly. As many business executives now recognize,perhaps one of the most valuable assets a firm has are the brands it has invested in and developedover time. Although brands may represent invaluable intangible assets, creating and nurturing astrong brand poses considerable challenges.The chief purpose of this book is to provide a comprehensive and up-to-date treatment of thesubjects of brands, brand equity, and strategic brand management?the design and implementationof marketing programs and activities to build, measure, and manage brand equity. One ofthe book?s important goals is to provide managers with concepts and techniques to improve thelong-term profitability of their brand strategies. We incorporate current thinking and developmentson these topics from both academics and industry participants, and combine a comprehensivetheoretical foundation with enough practical insights to assist managers in their day-to-dayand long-term brand decisions. And we draw on illustrative examples and case studies of brandsmarketed in the United States and all over the world.We address three important questions:1. How can we create brand equity?2. How can we measure brand equity?3. How can we sustain brand equity to expand business opportunities? Additional ISBNs 9781292227191, 1292227192