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Product details
Brand New
Paperback: 624 pages
Publisher: Pearson; 5 edition (15 Aug. 2019)
Language: English
ISBN-10: 1292314966
ISBN-13: 9781292314969
Product Dimensions: 22 x 2 x 28 cm
Alternative US Edition For Reference Only
ISBN-13: 9780134892498
ISBN-10: 0134892496
Description
Create profitable brand strategies by building, measuring, and managing brand equity
Strategic Brand Management: Building, Measuring, and Managing Brand Equity 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.