Strategic Brand Management: Building, Measuring, and Managing Brand...
Strategic Brand Management: Building, Measuring, and Managing Brand Equity
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity
K. L. Keller, V. Swaminathan
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06 May 2024
Strategic Brand Management: Building, Measuring, and Managing Brand Equity
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Description
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.
Product Information
ISBN13 (SKU)
9781292314969
Title
Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Author
K. L. Keller, V. Swaminathan
Edition
5th
Publisher
Pearson UK
Publication Date
2019
Country of Publication
United Kingdom
Format Type
Physical
Number of Pages
624
