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Strategic Brand Management, by Kevin Lane Keller, Jacob Isaac, Ambi M. G. Parmeswaran
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Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Finely focused on “how-to” and “why” throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.
For industry professionals from brand managers to chief marketing officers
- Sales Rank: #259173 in Books
- Published on: 2010-12-01
- Original language: English
- Number of items: 1
- Dimensions: 1.46" h x 10.04" w x 8.27" l, 2.43 pounds
- Binding: Paperback
- 752 pages
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great Book!
By Ryan Walters
This textbook worked very well for class. There were no pages missing and it helped me to a good grade. I recommend this textbook to anyone taking this course, or just looking to learn more.
1 of 1 people found the following review helpful.
Does the job
By Simon S. Colley
I purchased this as a required textbook for a Strategic Marketing course. In that regards it's perfect in that I have assigned readings from it, each week. It is not at all inspiring, dry in places, and some of the examples could be updated. For instance, their example regarding Apple is a great description of the company's brand associations and positioning of 10 years ago (the book still refers to them as Apple Computer) and makes no mention of any of the brand development that firm has undergone since. That said, it get's the concepts across, but I think if it hadn't been written a as a college textbook (in accocordance with a textbook publisher's business model) the information could have been transferred more effectively and inspiringly - in probably half to two thirds of the pages. I think the idea is if it weighs more, it must be worth more.
As I said, it does the job. The writing is easy to understand. I'm learning things from it. I will not be keeping it past the end of semester.
Through Amazon, I purchased it for half the price it was selling for at the University Co-op.
2 of 2 people found the following review helpful.
Good Book for Branding
By Chris Rafa
I recommend this book if you want to learn about branding. It is easy to read and uses great real world examples to explain more complex concepts.
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