Strategic Brand Management: Building, Measuring, and Managing Brand Equity

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9780131201156: Strategic Brand Management: Building, Measuring, and Managing Brand Equity
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Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy. Incorporating the latest thinking and developments from both academia and industry, 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.

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Finely-focused on the “how-to” and “why” throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. Considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. This book addresses three important questions: How can brand equity be created?; How can brand equity be measured?; and How can brand equity be used to expand business opportunities?

About the Author:

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. Professor Keller received his B.A. in Mathematics and Economics (with distinction in all subjects) from Cornell University in 1978, his M.S.I.A. (with emphasis in marketing) from Carnegie-Mellon University's Graduate School of Industrial Administration in 1980, and his Ph.D. in Marketing from Duke University's Fuqua School of Business in 1986.

Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty of the Schools of Business Administration at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been Visiting Professor at the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.

Professor Keller's general area of expertise lies in consumer marketing. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve advertising and branding strategies. His advertising and branding research has been published in three of the major marketing journals -- the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also sits on the Editorial Review Boards of those journals. His research has been widely-cited and has received numerous awards from organizations such as the American Marketing Association, the Marketing Science Institute, the Association for Consumer Research, and the American Psychological Association. His article, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" received the 1993 Harold H. Maynard award for the Journal of Marketing article making the most significant contribution to marketing theory and thought.

Professor Keller is acknowledged as one of the international leaders in the study of integrated marketing communications and strategic brand management. He has conducted marketing seminars on those topics to top executives in a variety of forums. Actively involved with industry, he has worked on cases or projects with marketing managers for companies such as Intel, Levi-Strauss, Disney, Nike, Starbucks, Nordstrom, Kodak, Goodyear, Shell Oil, Silicon Graphics, Mayo Clinic, Wolverine Worldwide (Hush Puppies), and Beiersdorf AG (Nivea). He is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. Strategic Brand Management is his first book.

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