Strategic Brand Management Building Measuring And Managing Brand Equity(4th Global Edition)
Authors:
Kevin Lane Keller
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Book details
ISBN: 0273779419, 9780273780045
Book publisher: Prentice Hall
Book Price $0 : Kevin Lane Keller's 'Strategic Brand Management: Building, Measuring, and Managing Brand Equity' 4th edition is an authoritative guide for understanding and implementing brand strategies effectively. The book delves into the core aspects of brand equity and explores methodologies that enhance a brand’s market position. Keller presents a comprehensive framework that helps brands establish their identity, build customer loyalty, and measure branding effectiveness. This edition is notable for its thorough approach, offering a valuable solution manual for practitioners and students aiming to decode complex branding challenges. Within the table of contents, one can find detailed discussions from building a strong brand foundation to crafting positioning strategies that resonate with target audiences. The book does not follow a traditional narrative structure with main characters and a plot, as it is more of a practical guide for marketing and branding professionals. However, the rich content offers an answer key to numerous strategic brand management questions, covering topics like brand resonance and leveraging secondary associations for brand development. The reception of this edition has been positive, particularly for its updated case studies and real-world applications, which provide fresh insights into the evolving brand landscape. This makes it an invaluable resource for marketers, brand managers, students, and educators seeking to ground their knowledge in proven strategic frameworks. In addition to exploring the theoretical underpinnings, Keller emphasizes actionable strategies, making the book a pragmatic reference in the field of brand management.
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