Strategic Brand Management: Building, Measuring, and Managing Brand Equity [Paperback] 5e by Kevin Lane Keller

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.