9780131105836 - Strategic Brand Management

Strategic Brand Management

Strategic Brand Management by Kevin Lane Keller is a comprehensive guide that delves into the intricacies of building, measuring, and managing brand equity. This seminal work, now in its latest edition, provides marketers, managers, and students with the tools and frameworks necessary to develop effective brand strategies. Keller's approach combines academic rigor with practical applications, making it an indispensable resource for anyone looking to understand the dynamic field of brand management. The book covers a wide range of topics, from the fundamentals of brand equity to the latest trends in digital branding, offering insights into how brands can thrive in today's competitive marketplace. With case studies and examples from leading global brands, Strategic Brand Management bridges the gap between theory and practice, offering readers a deep dive into the strategies that drive brand success.

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€16.95
GOED
Auteur Kevin Lane Keller
ISBN 9780131105836
Bindwijze Paperback
Tags Brand Management marketing Brand Equity Kevin Lane Keller strategic planning

Strategic Brand Management by Kevin Lane Keller stands out as a pivotal resource in the field, offering a blend of theoretical depth and practical relevance. The book's strength lies in its comprehensive coverage of brand equity concepts, supported by real-world examples that illustrate key points effectively. However, some readers may find the academic tone and dense material challenging, particularly those new to brand management. Despite this, the book's structured approach and clear frameworks make complex concepts accessible, providing valuable insights for both practitioners and students. The inclusion of digital branding trends adds contemporary relevance, though some may argue that the rapid evolution of digital platforms requires more frequent updates to stay current. Overall, Strategic Brand Management is a must-read for anyone serious about understanding and applying the principles of brand equity in today's fast-paced market environment.

In Strategic Brand Management, Kevin Lane Keller presents a detailed exploration of how brands create and sustain value in the marketplace. The book begins by defining brand equity and its importance, then progresses through the steps of building a strong brand, including choosing brand elements, designing marketing programs, and leveraging secondary associations. Keller emphasizes the role of consumer perception in brand success, offering strategies to measure and manage brand equity effectively. The latter sections of the book address contemporary challenges and opportunities in brand management, such as global branding and digital marketing. Through a combination of theoretical models and practical examples, Strategic Brand Management provides a roadmap for developing brands that resonate with consumers and stand the test of time, making it an essential read for marketing professionals and academics alike.