Strategic Brand Management: A European Perspective

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9780273706328: Strategic Brand Management: A European Perspective

Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.

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From the Back Cover:

"This book transfigures Kevin Lane Keller's seminal work on brands from a US to a global perspective. It retains all the strengths and adds new ones, such as reputation and non-US case studies. Keller, Apéria and Georgson should be congratulated in making this the definitive global brands book."
Tim Ambler, Senior Fellow London Business School

 

This book logically progresses through a well conceived framework about brand management.  It is a delight to see some neatly integrated European examples.  The book is a treat for the reader's brain and eyes - intellectually stimulating and well presented.  A well researched text full of applications.  A must read. 

Professor Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School

 

The European version of Keller’s book is most welcome. Co-authors Apéria and Georgson have done an excellent job in balancing European and US cases to the benefit of  international readers. The marketing framework remains American, but new models on branding have been introduced. I especially like the emphasis on branding as an issue for the whole organisation, and the importance of consistency between brand promise and actual delivery.

Professor Evert Gummesson, Stockholm University School of Business, Sweden

 

This book is about brands - why they are important, what they represent to consumers, and what firms should do to manage them properly. In an increasingly complex world, individuals and businesses are faced with more and more choices, but have less and less time to make those choices. Strong brands are invaluable in simplifying consumer decision-making, reducing risk, and defining customer expectations. Creating strong brands, and maintaining and enhancing the strength of those brands over time, is therefore a business imperative.

 

Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.

 

About the Authors

 

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

 

Dr Tony Apéria is a Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.

Mats Georgson is leading the brand consultancy firm Georgson out of Stockholm, Sweden. He has worked with dozens of major international brands, including the role of the global brand director of Sony Ericsson. He is also Guest Professor in marketing communications at Stockholm University.

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 from Cornell University in 1978, his M.B.A. 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. At Dartmouth, he teaches an M.B.A. elective on strategic brand management and lectures in executive programs on that topic.

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 marketing faculty of the Schools of Business Administration at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a Visiting Professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.

Professor Keller is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications. He is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. 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. With more than forty published papers, his research has been widely cited and has received numerous awards.

Actively involved with industry, he has worked on a host of different types of branding projects. He has served as brand confidant to marketers for some of the world's most successful brands, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble, and Starbucks. Additional brand consulting activities have been with other top companies such as Accenture, AC Nielsen, Beiersdorf (Nivea), General Mills, Goodyear, Kodak, Mayo Clinic, MTV, the New York Knicks, Nordstrom, Shell Oil, Unilever, and Young & Rubicam. He is a Senior Marketing Consultant for Knowledge Networks and an academic trustee for the Marketing Science Institute. A popular speaker, he has conducted branding seminars to top executives in a variety of forums.

An avid sports, music, and film enthusiast, in his so-called spare time, he helps to manage and market one of Australia's great rock and roil treasures, The Church. Professor Keller lives in Etna, New Hampshire, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.

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Keller, Kevin, Aperia, Tony, Georgson, M
Published by Prentice Hall (2008)
ISBN 10: 0273706322 ISBN 13: 9780273706328
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