Strategic brand management building, measuring and managing brand equity Kevin Lane Keller.
Detalles de publicación: Upper Saddle River, N.J. Prentice Hall London Prentice-Hall International c1998.Descripción: 1 v. (various pagings) ill. 25 cmISBN:- 0131201158
- 658.827 K2919s 21
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.827 K2919s (Navegar estantería(Abre debajo)) | Disponible | 80000002190281 |
Descripciones mejoradas de Syndetics:
Incorporating the latest thinking and developments from both academia and industry, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions - and thus improving the long-term profitability of specific brand strategies. Finely-focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. *Offers a perspective that is relevant to any type of organization and setting (e.g., public or private, large or small) and provides specific applications and examples that cover a wide range of industries and geographies; e.g., industrial, high-tech, service, retail, and small-businesses. *Outlines the three main ways to build brand equity by properly choosing brand elements, designing supporting marketing programs, and leveraging secondary associations.
Includes bibliographical references and index.
Tabla de contenidos provista por Syndetics
- Prologue
- I Opening Perspectives
- 1 Introduction
- 2 Brand Equity
- II Building Brand Equity
- 3 Brand Knowledge Structures
- 4 Choosing Brand Elements to Build Brand Equity
- 5 Designing Marketing Programs to Build Brand Equity
- 6 Integrating Marketing Communications to Build Brand Equity
- 7 Leveraging Secondary Brand Associations to Build Brand Equity
- III Measuring Brand Equity
- 8 Measuring Sources of Brand Equity
- 9 Measuring Outcomes of Brand Equity
- 10 Brand Equity Measurement System
- IV Managing Brand Equity
- 11 Branding Strategies
- 12 Introducing and Naming New Products and Brand Extensions
- 13 Managing Brands Over Time
- 14 Managing Brands Over Geographical Boundaries, Cultures, and Market Segments
- Applications
- 15 Closing Observations
- Appendix A Levi's Dockers: Creating a Sub-Brand
- Appendix B Intel Corporation: Branding an Ingredient
- Appendix C The California Milk Processor Board: Branding a Commodity
- Appendix D Nivea: Managing a Brand Portfolio
- Appendix E Nike: Building a Global Brand
- Epilogue
- Index