Includes index.

PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION 1. Brands and Brand Management PART II: DEVELOPING A BRAND STRATEGY 2. Customer-Based Brand Equity and Brand Positioning 3. Brand Resonance and Brand Value Chain PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS 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. Branding in the Digital Era 8. Leveraging Secondary Brand Associations to Build Brand Equity PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE 9. Developing a Brand Equity Measurement and Management System 10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set 11. Measuring Outcomes of Brand Equity: Capturing Market Performance PART V: GROWING AND SUSTAINING BRAND EQUITY 12. Designing and Implementing Brand Architecture Strategies 13. Introducing and Naming New Products and Brand Extensions 14. Managing Brands Over Time 15. Managing Brands Over Geographic Boundaries and Market Segments PART VI: CLOSING PERSPECTIVES 16. Closing Observations

This book 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

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management

In English