Strategic Brand Management: Building, Measuring, and Managing Brand Equity [rental Edition]

By Kevin Lane Keller and Vanitha Swaminathan

Book Overview

For courses in brand management. This ISBN is for the bound textbook, which students can rent through their bookstore. Create profitable brand strategies by building, measuring, and managing brand equity 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.
This title is also available digitally as a standalone Pearson eText. This option gives students affordable access to learning materials, so they come to class ready to succeed.

• Format: Paperback
• Language: English
• ISBN: 0134892496
• ISBN13: 9780134892498
• Release Date: March 2019
• Publisher: Pearson
• Length: 600 Pages
• Weight: 3.50 lbs.

Customer Reviews

Excellent

This book is so far the best treatise in the incipient branding theory. Keller's effort recaps a decade of ideas about brands, thus the reader may find here an excellent compilation of schools of thought abouts brands and branding. Furthermore the author is able to present a new approach through a challenging and interesting model. This will be a textbook for years to come.

Top Notch - For Marketers or Recruiters

Kevins perspectives are Right on Target ! A good read for anyone in Marketing a Product line , or for a Recruiter in Consumer Packaged Goods . Assisted me in better understanding my Marketing Candidates daily duties and gives me a greater appreciation fir the Hard Work it takes to Build a Brand into a Category Killer.

Excellent. The bible of branding.

This book is the best compilation of strategic thinking regarding brand management. I have attented many lectures on the topic and this book says it all. This is very detailed, very intense but yet very exciting for any marketers involved with brand management.

The best book on branding!

I think that Keller's Strategic Brand Management is the best book on branding available. Instead of simply listing success stories or compiling lists of do's and don'ts, this book offers a comprehensive framework for understanding why brands matter, how to measure their equity and how to build strong brands. What I especially liked about this book is that it is structured around a powerful framework called customer-based brand equity which basically says that brand equity lies in the mind of the consumer and that brands are powerful only to the extent that they serve some function for the consumer (like signalling product quality or simplifying choice). There are then great examples of how marketers can build brand awareness and favorable associations to create brand equity. Overall, I highly recommend this book to anybody working in marketing or simply interested in brands.