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Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Product Description
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Backcover
Keller, Strategic Brand Management 2e
'Over the last 25 years , hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.'
John Murphy, founder of Interbrand ( www.interbrand.com )
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
New to this edition
New ‘Brand Briefing’ case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin
New online resources including more multiple choice questions to help you assess your progress
More coverage of channel management and B2B research on brands
Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.
About the authors
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.
Tony Apéria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apéria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki.
Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.
Table of Contents
Guided tour
Preface
About the authors
Authors acknowledgements
Publishers acknowledgements
1 Brands and brand management Preview
What is a brand?
Why do brands matter?
Can anything be branded?
What are the strongest brands?
Branding challenges and opportunities
The brand equity concept
Strategic brand management process
Chapter review
Discussion questionsReferences and notes
2 Customer-based brand equity Preview
Customer-based brand equity
Making a brand strong: brand knowledge
Sources of brand equity
Four steps to building a brand
Brand building blocks
Creating brand value
Chapter review
Discussion questions
References and notes
3 Brand positioning Preview
Identifying and establishing brand positioning
Positioning guidelines
Defining and establishing brand mantras
Chapter review
Discussion questions
References and notes
4 Choosing brand elements to build brand equity Preview
Criteria for choosing brand elements
Options and tactics for brand elements
Putting it all together
Chapter review
Discussion questions
References and notes
5 Designing marketing campaigns to build brand equity Preview
New perspectives on marketing
Product strategy
Pricing strategy
Channel strategy
Chapter review
Discussion questions
References and notes
6 Integrating marketing campaigns to build brand equity Preview
New media
Overview of marketing communication options
Developing integrated marketing communication campaigns
Chapter review
Discussion questions
References and notes
7 Using secondary brand associations to build brand equity Preview
Conceptualising the process
Company
Country of origin and other geographical areas
Channels of distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, cultural and other events
Third-party sources
Chapter review
Discussion questions
References and notes
8 Developing a brand equity measurement and management system Preview
The new accountability
The brand value chain
Brand audits
Designing brand tracking studies
Establishing a brand equity management system
Chapter review
Discussion questions
References and notes
9 Measuring sources of brand equity: capturing the customer mindset Preview
Qualitative research techniques
Zaltman Metaphor Elicitation Technique
Quantitative researchtechniques
Comprehensive models of consumer-based equity
Chapter review
Discussion questions
References and notes
10 Measuring outcomes of brand equity: capturing market performance Preview
Comparative methods
Holistic methods
Chapter review Discussion questions
References and notes
11 Designing and implementing branding strategies Preview
Brand architecture
Brand hierarchy
Designing a branding strategy
Using cause marketing to build brand equity
Chapter review
Discussion questions
References and notes
12 Introducing and naming products and brand extensions Preview
New products and brand extensions
Advantages of extensions
Disadvantages of brand extensions
Understanding how consumers evaluate brand extensions
Evaluating brand extension opportunities
Extension guidelines built on academic research
Chapter review
Discussion questions
References and notes
13 Managing brands over time Preview
Reinforcing brands
Revitalizing brands
Adjustments to the brand portfolio
Chapter review
Discussion questions
References and notes
14 Managing brands over geographic boundaries and market segments Preview
Rationale for going international
Advantages of global marketing campaigns
Disadvantages of global marketing campaigns
Standardization versus customisation
Global brand strategy
Building global customer-based brand equity
Chapter review
Discussion questions References and notes
15 Closing observations Preview
Strategic brand management guidelines
What makes a strong brand?
Special applications
Future brand priorities
Chapter review
Discussion questions References and notes
Develop your students' brand management skills with practical insights from the industryStrategic Brand Management, 2nd edition, equips your students with the tools and knowledge to implement successful brand strategy. With activities to guide their learning, the text teaches your students to make business decisions like real managers.
Product Description
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Backcover
Keller, Strategic Brand Management 2e
'Over the last 25 years , hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.'
John Murphy, founder of Interbrand ( www.interbrand.com )
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
New to this edition
New ‘Brand Briefing’ case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin
New online resources including more multiple choice questions to help you assess your progress
More coverage of channel management and B2B research on brands
Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.
About the authors
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.
Tony Apéria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apéria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki.
Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.
Table of Contents
Guided tour
Preface
About the authors
Authors acknowledgements
Publishers acknowledgements
1 Brands and brand management Preview
What is a brand?
Why do brands matter?
Can anything be branded?
What are the strongest brands?
Branding challenges and opportunities
The brand equity concept
Strategic brand management process
Chapter review
Discussion questionsReferences and notes
2 Customer-based brand equity Preview
Customer-based brand equity
Making a brand strong: brand knowledge
Sources of brand equity
Four steps to building a brand
Brand building blocks
Creating brand value
Chapter review
Discussion questions
References and notes
3 Brand positioning Preview
Identifying and establishing brand positioning
Positioning guidelines
Defining and establishing brand mantras
Chapter review
Discussion questions
References and notes
4 Choosing brand elements to build brand equity Preview
Criteria for choosing brand elements
Options and tactics for brand elements
Putting it all together
Chapter review
Discussion questions
References and notes
5 Designing marketing campaigns to build brand equity Preview
New perspectives on marketing
Product strategy
Pricing strategy
Channel strategy
Chapter review
Discussion questions
References and notes
6 Integrating marketing campaigns to build brand equity Preview
New media
Overview of marketing communication options
Developing integrated marketing communication campaigns
Chapter review
Discussion questions
References and notes
7 Using secondary brand associations to build brand equity Preview
Conceptualising the process
Company
Country of origin and other geographical areas
Channels of distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, cultural and other events
Third-party sources
Chapter review
Discussion questions
References and notes
8 Developing a brand equity measurement and management system Preview
The new accountability
The brand value chain
Brand audits
Designing brand tracking studies
Establishing a brand equity management system
Chapter review
Discussion questions
References and notes
9 Measuring sources of brand equity: capturing the customer mindset Preview
Qualitative research techniques
Zaltman Metaphor Elicitation Technique
Quantitative researchtechniques
Comprehensive models of consumer-based equity
Chapter review
Discussion questions
References and notes
10 Measuring outcomes of brand equity: capturing market performance Preview
Comparative methods
Holistic methods
Chapter review Discussion questions
References and notes
11 Designing and implementing branding strategies Preview
Brand architecture
Brand hierarchy
Designing a branding strategy
Using cause marketing to build brand equity
Chapter review
Discussion questions
References and notes
12 Introducing and naming products and brand extensions Preview
New products and brand extensions
Advantages of extensions
Disadvantages of brand extensions
Understanding how consumers evaluate brand extensions
Evaluating brand extension opportunities
Extension guidelines built on academic research
Chapter review
Discussion questions
References and notes
13 Managing brands over time Preview
Reinforcing brands
Revitalizing brands
Adjustments to the brand portfolio
Chapter review
Discussion questions
References and notes
14 Managing brands over geographic boundaries and market segments Preview
Rationale for going international
Advantages of global marketing campaigns
Disadvantages of global marketing campaigns
Standardization versus customisation
Global brand strategy
Building global customer-based brand equity
Chapter review
Discussion questions References and notes
15 Closing observations Preview
Strategic brand management guidelines
What makes a strong brand?
Special applications
Future brand priorities
Chapter review
Discussion questions References and notes
Develop your students' brand management skills with practical insights from the industryStrategic Brand Management, 2nd edition, equips your students with the tools and knowledge to implement successful brand strategy. With activities to guide their learning, the text teaches your students to make business decisions like real managers.