Strategic Brand Management | Fifth Edition | By Pearson

Strategic Brand Management | Fifth Edition | By Pearson (Paperback, Kevin Lane Keller, Vanitha Swaminathan, Ambi M.G. Parameswaran, Isaac C. Jacob)

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Strategic Brand Management | Fifth Edition | By Pearson  (Paperback, Kevin Lane Keller, Vanitha Swaminathan, Ambi M.G. Parameswaran, Isaac C. Jacob)

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    Highlights
    • Binding: Paperback
    • Publisher: Pearson Education
    • ISBN: 9789353946135
    • Edition: Fifth, 2020
    • Pages: 672
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  • Description
    Strategic Brand Management-Building, Measuring, & Managing Brand Equity,5e,deals with the importance of brands, their meaning to consumers, & how they can be managed properly. This book aims to provide a comprehensive & up-to-date treatment of the subjects of brands, brand equity, & strategic brand management-the design & implementation of marketing programs & activities to build, measure, & manage brand equity, with emphasis on customer-based brand equity.All new & updated, this edition provides a fresh look at branding paradigms & practices from digital perspective while retaining the relevance of traditional brand management. A new chapter Branding in the Digital Era talks of the provides a comprehensive overview of the major digital channels, & discusses their pros & cons. The concepts & techniques to improve the long-term profitability of their brand strategies are discussed in light of the current thinking & developments from both academics & industry participants, making the content relevant for both students of business management as well as practicing managers.The book entails examples of global brands-Amazon, Google, Apple, Mountain Dew & Harley Davidson-and also focuses on leading Indian brands & their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, & 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 Decor,Lenskart, & Paytm-provides new perspectives to ever-evolving brand strategies.The book entails examples of global brands-Amazon, Google, Apple, Mountain Dew & Harley Davidson-and also focuses on leading Indian brands & their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, & 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 Decor,Lenskart, & Paytm-provides new perspectives to ever-evolving brand strategies.
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    Specifications
    Publication Year
    • 2020 November
    Number of Pages
    • 672
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