Strategic Brand Management, 5e
Comprehensive and up-do-date content, New chapter on digital perspective in brand management, Branding from the standpoint of the consumer—customer-based brand equity, New examples of brand timeline and transformation of innovative brands—new and established, Indian brand stories, New topics on branding avenues—Influencer marketing, Social Media crisis, Digital native brands, etc. The book entails examples of global brands—Amazon, Google, Apple, Mountain Dew and Harley Davidson—and also focuses on leading Indian brands and their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, and Royal Enfield reveal the brand dynamics of these established names in the consumer world. In addition, cases of brand building strategies that added to the growth story of new brands—Yoga Bar, Bira, D Décor, Lenskart, and Paytm—provides new perspectives to ever-evolving brand strategies.
Features:
- Carefully curated content with whole new chapter titled ‘Branding in digital Era’ that provides a comprehensive overview of the major digital channel.
- Some of the Indian brands Examples and cases discussed in this edition are: Amul, Apollo Pharmacy, Bira, Chik Shampoo, Dabur, D’decor, HCL Laptops, Fasttrack, Lenskart, Mahindra Scorpio, Old Monk, Paytm, Reliance Jio, Royal Enfield, Santoor, Shoppers Stop, Yoga Bar
Contents:
Part I: Opening Perspectives
1. Brands and Brand Management
Part II: Developing a Brand Strategy
2. Customer-Based Brand Equity and Brand Positioning
3. Brand Resonance and the Brand Value Chain
Part III: Designing and Implementing Brand Marketing Programs
4. Choosing Brand Elements to Build Brand Equity
5. Designing Marketing Programs to Build Brand Equity
6. Integrating Marketing Communications to Build Brand Equity
7. Branding in the Digital Era
8. Leveraging Secondary Brand Associations to Build Brand Equity
Part IV: Measuring and Interpreting Brand Performance
9. Developing a Brand Equity Measurement and Management System
10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set
11. Measuring Outcomes of Brand Equity: Capturing Market Performance
Part V: Growing and Sustaining Brand Equity
12. Designing and Implementing Brand Architecture Strategies
13. Introducing and Naming New Products and Brand Extensions
14. Managing Brands Over Time
15. Managing Brands Over Geographic Boundaries and Market Segments
Part VI: Closing Perspectives
16. Closing Observations
About the Author
Kevin Lane Keller – Tuck School of Business Darthmouth College, Vanitha Swaminathan – Katz Graduate School of Business University of Pittsburg, Ambi M.G. Parameswaran – Brand Stragist & Adjunct Professor of Marketing SPJIMR, Mumbai, India, Isaac C. Jacob – Professor and area Chairperson Marketing and International Business K J Somaiya Institute of Management, Mumbai India.
| Book | |
|---|---|
| Author | Keller |
| Pages | 672 |
| Year | 2020 |
| ISBN | 9789353946135 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 5/e |
| Weight | 1 kg |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |