PDf Download A Preface to Marketing Management MoBi. PDf Download Accounting, Binder Ready Version: Tools for Business Decision Making - Standalone book e-Book. PDf Download Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition MoBi. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry practitioners, the text draws on. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure 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. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands.
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Strategic Brand Management Building Measuring And Managing Brand Equity Ebook Pdf
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.
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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.
show more