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Book Cover
PRINTED BOOKS
Author Keller, Kevin Lane, 1956-

Title Strategic brand management : a European perspective / Kevin Lane Keller, Tony Aperia, Mats Georgson.

Published Harlow, England ; New York : Prentice Hall Financial Times, 2008.

Copies

Location Call No. Status
 UniM Giblin Eunson High Use  658.827 KELL  OVERNIGHT LOAN  AVAILABLE
Physical description xxvi, 829 pages : illustrations ; 25 cm
Notes Formerly CIP. Uk.
Bibliography Includes bibliographical references and index.
Contents Machine derived contents note: Contents -- Preface xi -- About the authors xix -- Acknowledgements xx -- 1 Brands and brand management 1 -- Preview 1 -- What is a brand? 2 -- Why do brands matter? 6 -- Can anything be branded? 9 -- What are the strongest brands? 24 -- Branding challenges and opportunities 30 -- The brand equity concept 33 -- Strategic brand management process 35 -- Chapter review 39 -- Discussion questions 40 -- 2 Customer-based brand equity 42 -- Preview 42 -- Customer-based brand equity 42 -- Making a brand strong: brand knowledge 47 -- Sources of brand equity 48 -- Four steps to building a brand 56 -- Creating customer value 78 -- Chapter review 80 -- Discussion questions 87 -- 3 Brand positioning 94 -- Preview 94 -- Identifying and establishing brand positioning 95 -- Positioning guidelines 106 -- Defining and establishing brand mantras 118 -- Chapter review 125 -- Discussion questions 126 -- 4 Choosing brand elements to build brand equity 128 -- Preview 128 -- Criteria for choosing brand elements 128 -- Memorability 130 -- Options and tactics for brand elements 136 -- Putting it all together 165 -- Chapter review 166 -- Discussion questions 166 -- 5 Designing marketing programmes to build brand equity 171 -- Preview 171 -- New perspectives on marketing 171 -- Product strategy 181 -- Pricing strategy 188 -- Channel strategy 202 -- Chapter review 211 -- Discussion questions 218 -- 6 Integrating marketing communications to build brand equity 223 -- Preview 223 -- New media 224 -- Overview of marketing communication options 230 -- Developing integrated marketing communication programmes 265 -- Chapter review 277 -- Discussion questions 283 -- Brand Focus 6.1: Co-ordinating media to build brand equity 00 -- 7 Using secondary brand associationsto build brand equity 287 -- Preview 287 -- Conceptualising the process 289 -- Company 298 -- Country of origin and other geographic areas 302 -- Channels of distribution 306 -- Co-branding 310 -- Licensing 328 -- Celebrity endorsement 331 -- Sporting, cultural, and other events 336 -- Third-party sources 339 -- Chapter review 342 -- Discussion questions 342 -- 8 Developing a brand equity measurement and management system 00 -- Preview 00 -- The new accountability 00 -- The brand value chain 00 -- Brand audit 00 -- Designing brand tracking studies 00 -- Establishing a brand equity management system 00 -- Chapter review 00 -- Discussion questions 00 -- 9 Measuring sources of brand-equity: capturing the customer mindset 00 -- Preview 00 -- Qualitative research techniques 00 -- Quantitative research techniques 00 -- Comprehensive models of consumer-based brand equity 00 -- Chapter review 00 -- Discussion questions 00 -- 10 Measuring outcomes of brand and equity: capturing market performance 00 -- Preview 00 -- Comparative methods 00 -- Holistic methods 00 -- Chapter review 00 -- Discussion questions 00 -- 11 Designing and implementing branding strategies 00 -- Preview 00 -- Brand architecture 00 -- Brand hierarchy 00 -- Designing a branding strategy 00 -- Using cause marketing to build-brand equity 00 -- Chapter review 00 -- Discussion questions 00 -- 12 Introducing and naming new products and brand extensions 00 -- Preview 00 -- New products and brand extensions 00 -- Advantages of extensions 00 -- Disadvantages of brand extensions 00 -- Understanding how consumers evaluate brand extensions 00 -- Evaluating brand and extension opportunities 00 -- Extension guidelines based on Academic Research 00 -- Chapter review 00 -- Discussion questions 00 -- 13 Managing brands over time 00 -- Preview 00 -- Reinforcing brands 00 -- revitalizing brands 00 -- Adjustments to the brand portfolio 00 -- Chapter review 00 -- Discussion questions 00 -- 14 Managing brands over geographic boundaries and market segments 00 -- Preview 00 -- Rationale for going international 00 -- Advantages of global marketing programmes 00 -- Disadvantages of global marketing programmes 00 -- Standardisation versus Cutomisation 00 -- Global brand strategy 00 -- Building global customer-based brand equity 00 -- Chapter review 00 -- Discussion questions 00 -- 15 Closing observations 00 -- Preview 00 -- Strategic brand management guidelines 00 -- What makes strong brand? 00 -- Special applications 00 -- Future brand priorities 00 -- Chapter review 00 -- Discussion questions 00 -- Index 00.
Other author Apéria, Tony.
Georgson, Mats.
Subject Brand name products -- Management.
ISBN 9780273706328 (paperback: alk. paper)
0273706322 (paperback: alk. paper)