Verfügbarkeit: Strategic brand management

Strategic brand management: a European perspective

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Bibliographische Detailangaben
Hauptverfasser:	Keller, Kevin Lane 1956- (VerfasserIn), Apéria, Tony (VerfasserIn), Georgson, Mats (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Harlow [u.a.] Financial Times Prentice Hall 2012
Ausgabe:	2. ed.
Schlagworte:	Markenartikel Strategisches Management Markenpolitik Europa Brand name products > Management.
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXV, 940 S. Ill., graph. Darst.
ISBN:	9780273737872 0273737872

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Titel: Strategic brand management Autor: Keller, Kevin Lane Jahr: 2012 Contents Guided tour x Preface xii About the authors xix Authors' acknowledgements xxii Publisher's acknowledgements xxiv Part I Opening perspectives l 1 Brands and brand management 3 Preview 3 What is a brand? 4 Why do brands matter? 8 Can anything be branded? 11 What are the strongest brands? 32 Branding challenges and opportunities 38 The brand equity concept 42 Strategic brand management process 43 Chapter review 47 Discussion questions 48 References and notes 48 Part II Identifying and establishing brand positioning and values 51 2 Customer-based brand equity 53 Preview 53 Customer-based brand equity 53 Making a brand strong: brand knowledge 58 Sources of brand equity 59 Four steps to building a brand 65 Brand building blocks 66 Creating customer value 86 Chapter review 88 Discussion questions 96 References and notes 96 3 Brand positioning 103 Preview 103 Identifying and establishing brand positioning 104 Positioning guidelines 120 Defining and establishing brand mantras 132 Chapter review 147 Discussion questions 148 References and notes 148 Part III Planning and implementing the brand marketing programme 151 4 Choosing brand elements to build brand equity 153 Preview 153 Criteria for choosing brand elements 153 Options and tactics for brand elements 161 Putting it all together 191 Chapter review 192 Discussion questions 192 References and notes 193 5 Designing marketing campaigns to build brand equity 197 Preview 197 New perspectives on marketing 197 Product strategy 208 Pricing strategy 217 Channel strategy 231 Chapter review 240 Discussion questions 247 References and notes 247 6 Integrating marketing communications to build brand equity 251 Preview 251 New media 252 Overview of marketing communication options 257 Developing integrated marketing communication campaigns 292 Chapter review 304 Discussion questions 310 References and notes 310 7 Using secondary brand associations to build brand equity 314 Preview 314 Conceptualizing the process 316 Company 331 Country of origin and other geographic areas 335 Channels of distribution 339 Co-branding 343 Licensing 360 Celebrity endorsement 363 Sporting, cultural and other events 368 Third-party sources 373 Chapter review 374 Discussion questions 31A References and notes 375 Part IV Measuring and interpreting brand performance 377 8 Developing a brand equity measurement and management system 379 Preview 379 The new accountability 380 The brand value chain 381 Brand audits 392 Designing brand tracking studies 397 Establishing a brand equity management system 407 Chapter review 425 Discussion questions 436 References and notes 436 9 Measuring sources of brand equity: capturing the customer mindset 439 Preview 439 Qualitative research techniques 441 Zaltman Metaphor Elicitation Technique 462 Quantitative research techniques 473 Comprehensive models of consumer-based brand equity 505 Chapter review 515 Discussion questions 516 References and notes 517 10 Measuring outcomes of brand equity: capturing market performance 520 Preview 520 Comparative methods 524 Holistic methods 530 Chapter review 542 Discussion questions 552 References and notes 552 PartV Growing and sustaining brand equity 557 11 Designing and implementing branding strategies 559 Preview 559 Brand architecture 559 Brand hierarchy 580 Designing a branding strategy 596 Using cause marketing to build brand equity 608 Chapter review 617 Discussion questions 623 References and notes 623 12 Introducing and naming products and brand extensions 627 Preview 627 New products and brand extensions 628 Advantages of extensions 636 Disadvantages of brand extensions 647 Understanding how consumers evaluate brand extensions 666 Evaluating brand extension opportunities 676 Extension guidelines based on academic research 684 Chapter review 706 Discussion questions 707 References and notes 708 13 Managing brands over time 715 Preview 715 Reinforcing brands 716 Revitalizing brands 742 Adjustments to the brand portfolio 752 Chapter review 760 Discussion questions 766 References and notes 767 14 Managing brands over geographic boundaries and market segments 769 Preview 769 Rationale for going international 769 Advantages of global marketing campaigns 783 Disadvantages of global marketing campaigns 785 Standardization versus customization 790 Global brand strategy 797 Building global customer-based brand equity 810 Chapter review 832 Discussion questions 839 References and notes 839 Part VI Closing perspectives 843 15 Closing observations 845 Preview 845 Strategic brand management guidelines 845 What makes a strong brand? 857 Special applications 862 Future brand priorities 887 Chapter review 911 Discussion questions 914 References and notes 914 Index 917
any_adam_object	1
author	Keller, Kevin Lane 1956- Apéria, Tony Georgson, Mats
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dewey-full	658.8/27
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
dewey-raw	658.8/27
dewey-search	658.8/27
dewey-sort	3658.8 227
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	2. ed.
format	Book
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isbn	9780273737872 0273737872
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spellingShingle	Keller, Kevin Lane 1956- Apéria, Tony Georgson, Mats Strategic brand management a European perspective Markenartikel (DE-588)4037584-5 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd
subject_GND	(DE-588)4037584-5 (DE-588)4124261-0 (DE-588)4144679-3 (DE-588)4015701-5
title	Strategic brand management a European perspective
title_auth	Strategic brand management a European perspective
title_exact_search	Strategic brand management a European perspective
title_full	Strategic brand management a European perspective Kevin Lane Keller ; Tony Apéria ; Mats Georgson
title_fullStr	Strategic brand management a European perspective Kevin Lane Keller ; Tony Apéria ; Mats Georgson
title_full_unstemmed	Strategic brand management a European perspective Kevin Lane Keller ; Tony Apéria ; Mats Georgson
title_short	Strategic brand management
title_sort	strategic brand management a european perspective
title_sub	a European perspective
topic	Markenartikel (DE-588)4037584-5 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd
topic_facet	Markenartikel Strategisches Management Markenpolitik Europa
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024635694&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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