Downloadable Solution Manual for Strategic Brand Management, 3/E, Kevin Lane Keller, ISBN-10: 0131888595, ISBN-13: 9780131888593
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Product details:
- ISBN-10 : 0131888595
- ISBN-13 : 978-0131888593
- Author: Kevin Lane Keller
Incorporating the latest industry thinking and developments, 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. Case studies will familiarize readers with the real-life stories of Levi’s Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers
Table of Contents
I: Opening Perspectives
CHAPTER 1
Brands & Brand Management
II: Identifying and Establishing Brand Positioning and Values
CHAPTER 2
Customer-Based Brand Equity
CHAPTER 3
Brand Positioning
III: Planning and Implementing Brand Marketing Programs
CHAPTER 4
Choosing Brand Elements to Build Brand Equity
CHAPTER 5
Designing Marketing Programs to Build Brand Equity
CHAPTER 6
Integrating Marketing Communications to Build Brand Equity
CHAPTER 7
Leveraging Secondary Brand Associations to Build Brand Equity
IV: Measuring and Interpreting Brand Performance.
CHAPTER 8
Developing a Brand Equity Measurement and Management System
CHAPTER 9
Measuring Sources of Brand Equity: Capturing Customer Mindset
CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance
V: Growing and Sustaining Brand Equity.
CHAPTER 11
Designing and Implementing Branding Strategies
CHAPTER 12
Introducing and Naming New Products and Brand Extensions
CHAPTER 13
Managing Brands over Time
CHAPTER 14
Managing Brands over Geographic Boundaries and Market Segments
VI: Closing Perspectives
CHAPTER 15
Closing Observations
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