简介
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.
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-termprofitabilityof 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 75Branding Briefsthat 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
目录
I Opening Perspectives
Chapter 1 Brands & Brand Management
II Identifying and Establishing Brand Positioning and Values
Chapter 2 Customer-Based Brand Equity
Chapter 3 Brand Positioning
III Planning and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity
IV Measuring and Interpreting Brand Performance
Chapter 8 Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mindset
Chapter10 Measuring Outcomes of Brand Equity: Capturing Market Performance
V Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands over Time
Chapter 14 Managing Brands over Geographic Boundaries and Market Segments
VI Closing Perspectives
Chapter 15 Closing Observations
Chapter 1 Brands & Brand Management
II Identifying and Establishing Brand Positioning and Values
Chapter 2 Customer-Based Brand Equity
Chapter 3 Brand Positioning
III Planning and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity
IV Measuring and Interpreting Brand Performance
Chapter 8 Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mindset
Chapter10 Measuring Outcomes of Brand Equity: Capturing Market Performance
V Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands over Time
Chapter 14 Managing Brands over Geographic Boundaries and Market Segments
VI Closing Perspectives
Chapter 15 Closing Observations
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