Strategic brand management: building, measuring, and managing brand equity
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England
Pearson
[2020]
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| Ausgabe: | Fifth edition, global edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 621 Seiten Illustrationen, Diagramme |
| ISBN: | 9781292314969 |
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Datensatz im Suchindex
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| adam_text | BRIEF CONTENTS PART I CHAPTER 1 PART I! Opening Perspectives 31 Brands and Brand Management Developing a Brand Strategy 31 67 CHAPTER 2 Customer-Based Brand Equity and Brand Positioning CHAPTER 3 Brand Resonance and the Brand Value Chain PART III 67 106 Designing and Implementing Brand Marketing Programs CHAPTER 4 Choosing Brand Elements to Build Brand Equity CHAPTER 5 Designing Marketing Programs to Build Brand Equity CHAPTER б Integrating Marketing Communications to Build Brand Equity CHAPTER 7 Branding in the Digital Era CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand Equity PART IV CHAPTER 9 141 177 Measuring and Interpreting Brand Performance CHAPTER 11 Measuring Outcomes of Brand Equity: Capturing Market Performance 400 327 Growing and Sustaining Brand Equity 425 CHAPTER 12 Designing and Implementing Brand Architecture Strategies CHAPTER 13 Introducing and Naming New Products and Brand Extensions CHAPTER 14 Managing Brands Over Time CHAPTER 15 Managing Brands Over Geographic Boundaries and Market Segments 546 CHAPTER 16 291 Developing a Brand Equity Measurement and Management System 327 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 361 PART VI 214 249 CHAPTER 10 PART V 141 Closing Perspectives Closing Observations 425 468 511 579 579 7
CONTENTS Preface 21 About the Authors PART I CHAPTER 1 29 Opening Perspectives 31 Brands and Brand Management Preview 31 32 What Is a Brand? 32 Brand Elements 32 Brands versus Products 33 BRANDING BRIEF 1-1: Coca-Cola s Branding Lesson Why Do Brands Matter? Consumers 36 Firms 37 Can Anything Be Branded? BRANDING BRIEF 1-2: Physical Goods 35 36 38 Branding Commodities 39 40 THE SCIENCE OF BRANDING 1-1: History of Branding THE SCIENCE OF BRANDING 1-2: Understanding Business-to-Business Branding Services 40 41 42 BRANDING BRIEF 1-3: Adobe Retailers and Distributors 44 Digital Brands 44 People and Organizations 46 Sports, Arts, and Entertainment BRANDING BRIEF 1-4: 43 47 Place Branding 49 Geographic Locations 49 Ideas and Causes 49 What Are the Strongest Brands? THE SCIENCE OF BRANDING 1-3: 49 On Brand Relevance and Brand Differentiation Branding Challenges and Opportunities 52 Unparalleled Access to Information and New Technologies 52 Downward Pressure on Prices 52 Ubiquitous Connectivity and the Consumer Backlash 53 Sharing Information and Goods 53 Unexpected Sources of Competition 54 Disintermediation and Reintermediation 54 Alternative Sources of Information about Product Quality 55 Winner-Takes-AII Markets 55 Media Transformation 56 The Importance of Customer-Centricity 57 The Brand Equity Concept 58 Strategic Brand Management Process 59 Identifying and Developing Brand Plans 59 Designing and Implementing Brand Marketing Programs 59 51
10 CONTENTS Measuring and Interpreting Brand Performance Growing and Sustaining Brand Equity 61 Review 61 Discussion Questions BRAND FOCUS 1.0: Notes PART II CHAPTER 2 60 62 Unlocking the Secrets of Digital Native Brands 62 64 Developing a Brand Strategy 67 Customer-Based Brand Equity and Brand Positioning Preview 68 Customer-Based Brand Equity 68 Defining Customer-Based Brand Equity 68 Brand Equity as a Bridge 69 Making a Brand Strong: Brand Knowledge Sources of Brand Equity Brand Awareness 72 Brand Image 76 71 72 Identifying and Establishing Brand Positioning Basic Concepts 77 Target Market 78 Nature of Competition 81 Points-of-Parity and Points-of-Difference 82 BRANDING BRIEF 2-1: Subaru Finds Its Groove 77 82 Positioning Guidelines 84 Defining and Communicating the Competitive Frame of Reference Choosing Points-of-Difference 85 Establishing Points-of-Parity and Points-of-Difference 86 BRANDING BRIEF 2-2: Positioning Politicians Straddle Positions 88 Updating Positioning over Time Defining a Brand Mantra Brand Mantras 93 93 Nike Brand Mantra BRANDING BRIEF 2-4: Disney Brand Mantra 94 95 Branding Inside the Organization BRAND FOCUS 2.0: 98 The Marketing Advantages of Strong Brands 98 100 Brand Resonance and the Brand Value Chain Preview 97 97 Discussion Questions Notes 91 93 THE SCIENCE OF BRANDING 2-2: CHAPTER 3 Brand Values Pyramid BRANDING BRIEF 2-3: Review 87 88 THE SCIENCE OF BRANDING 2-1 : Developing a Good Positioning 84 106 107 Building a Strong Brand: The Four Steps of Brand Building Brand Salience 107 Brand Performance 112 Brand Imagery 113 107
CONTENTS THE SCIENCE OF BRANDING 3-1: Brand Judgments Brand Feelings 120 BRANDING BRIEF 3-1 : Building Brand Communities Brand-Building Implications BRANDING BRIEF 3-2: Value Stages 132 BRAND FOCUS 3.0: 134 Creating Customer Value 134 137 Designing and Implementing Brand Marketing Programs Choosing Brand Elements to Build Brand Equity Preview Memorability 143 143 Transferability 143 Adaptability 144 THE SCIENCE OF BRANDING 4-1: Protectability Counterfeit Business Is Booming Brand Names 147 147 153 Logos and Symbols Characters 154 155 BRANDING BRIEF 4-1 : Slogans SoftBank s Otosan, the Talking Dog 156 158 BRANDING BRIEF 4-2: Jingles Updating Betty Crocker 158 161 Packaging 162 Putting It All Together BRANDING BRIEF 4-3: 166 Do-Overs with Brand Makeovers 166 168 Discussion Questions BRAND FOCUS 4.0: Notes 145 146 Options and Tactics for Brand Elements URLs 142 143 Meaningfulness Likability Review 141 142 Criteria for Choosing Brand Elements CHAPTER 5 127 128 131 Discussion Questions CHAPTER 4 122 129 Implications PART III 121 How Digital Platform-Based Brands Create Customer Engagement The Brand Value Chain Notes 116 119 Brand Resonance Review How Customer Experiences Define a Brand 117 169 Legal Branding Considerations 169 172 Designing Marketing Programs to Build Brand Equity Preview 178 New Perspectives on Marketing Integrating Marketing 180 178 177 141 11
12 CONTENTS BRANDING BRIEF 5-1 : Yeti Is the Cooler Brand Personalizing Marketing 181 Reconciling the Different Marketing Approaches Product Strategy 186 Perceived Quality 186 Managing Customers Post-Purchase Pricing Strategy 180 186 187 189 THE SCIENCE OF BRANDING 5-1: Understanding Consumer Price Perceptions Consumer Price Perceptions and Setting Prices Summary 195 190 190 Channel Strategy 196 Channel Design 196 THE SCIENCE OF BRANDING 5-2: Indirect Channels Research on Omnichannel 198 198 BRANDING BRIEF 5-2: Chew on This: How Milk-Bone Brushing Chews Connected with Customers 200 Direct Channels 202 Online Strategies 204 Summary 204 Review 205 Discussion Questions BRAND FOCUS 5.0: Notes 205 Private-Label Strategies and Responses 206 209 CHAPTER 6 Integrating Marketing Communications to Build Brand Equity Preview 215 The New Media Environment 216 Challenges In Designing Brand-Building Communications Role of Multiple Communications 218 216 Three Major Marketing Communication Options Advertising 218 THE SCIENCE OF BRANDING 6-1: Promotion 228 Online Marketing Communications Events and Experiences 230 BRANDING BRIEF 6-1 : 218 The Importance of Database Marketing 230 Brand Building via the X Games Brand Amplifiers 235 Public Relations and Publicity Word-of-Mouth 236 233 235 Developing Integrated Marketing Communication Programs Criteria for IMC Programs 237 THE SCIENCE OF BRANDING 6-2: Using IMC Choice Criteria Review Discussion Questions Notes 245 236 Coordinating Media to Build Brand Equity 241 241 BRAND FOCUS 6.0: 225 242 Empirical Generalizations in Advertising 243 239
214
CONTENTS APTER 7 Branding in the Digital Era Preview 249 250 Key Issues for Branding in the Digital Era 250 Changes in the Consumer Decision Journey 250 Growth of Online Retailing 252 BRANDING BRIEF 7-1: The Phenomenal Rise of Amazon Advertising and Promotions Using Digital Channels BRANDING BRIEF 7-2: 252 254 Igniting a Digital Firestorm 254 One-to-Many to Many-to-Many Channels 255 Increase in Consumer Touchpoints 256 Increase in Data Availability 256 Digital Personalization 257 Loss of Control over Brand Message and Co-Creation of Brand Meaning User Experience Is the Key to Digital Brand Success 261 THE SCIENCE OF BRANDING 7-1 : Always Good? 259 Is Co-Creation of Brands and Products 261 Brands as Cultural Symbols 262 Brand Engagement 263 Brand Engagement Pyramid 264 Negative Brand Engagement 264 BRANDING BRIEF 7-3: Shaving the Price of Razors THE SCIENCE OF BRANDING 7-2: Digital Communications Company Web Sites 268 E-mail Marketing 268 Drivers of Brand Engagement 266 266 BRANDING BRIEF 7-4: Campaigning Using Clicks with Google AdWords Overview of Social Media Paid Channels Facebook 272 Twitter 274 Instagram 274 Pinterest 275 Video 275 Global Use of Social Media BRANDING BRIEF 7-5: Mobile Marketing 265 272 277 On Being Social in China 277 278 BRANDING BRIEF 7-6: Turning Flight Delays into Marketing Opportunities Influencer Marketing and Social Media Celebrities Content Marketing 281 Guidelines for Good Content Marketing Case Studies 282 Legal and Ethical Considerations 282 Brand Management Structure 281 283 284 285 Discussion Questions BRAND FOCUS 7.0: Brand Management
Notes 279 280 The Pros and Cons of Paid Channels and the Need for Integration Review 270 287 285 Understanding How Online Word-of-Mouth Influences Brands and 286 13
14 CONTENTS CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand Equity Preview 292 Conceptualizing the Leveraging Process Creation of New Brand Associations 293 Effects on Existing Brand Knowledge 293 Guidelines 295 Company 293 296 BRANDING BRIEF 8-1 : IBM Promotes a Smarter Planet Country of Origin and Other Geographic Areas BRANDING BRIEF 8-2: 296 298 Selling Brands the New Zealand Way Channels of Distribution 300 302 THE SCIENCE OF BRANDING 8-1: Understanding Retailers Brand Images 302 Co-Branding 303 Guidelines 304 THE SCIENCE OF BRANDING 8-2: Ingredient Branding Understanding Brand Alliances 305 307 BRANDING BRIEF 8-3: Ingredient Branding the DuPont Way 309 Licensing 310 Guidelines 312 Celebrity Endorsement Potential Problems 314 BRANDING BRIEF 8-4: Guidelines 313 Rachael Ray s Nutrish 317 BRANDING BRIEF 8-5: Managing a Person Brand Social Influencers as the New Celebrities Sporting, Cultural, or Other Events Third-Party Sources Review BRAND FOCUS 8.0: PART IV CHAPTER 9 318 319 319 320 321 Discussion Questions Notes 315 321 Going for Corporate Gold at the Olympics 322 323 Measuring and Interpreting Brand Performance 327 Developing a Brand Equity Measurement and Management System 327 Preview 328 The New Accountability 328 Conducting Brand Audits 329 Brand Inventory 330 Brand Exploratory 332 Brand Positioning and the Supporting Marketing Program THE SCIENCE OF BRANDING 9-1 : Designing Brand Tracking Studies What to Track 338 BRANDING BRIEF 9-1 : 336 The Role of Brand Personas 338 Sample Brand Tracking Survey Big Data and Marketing Analytics Dashboards
Marketing Analytics Dashboards 342 339 341 337 291
CONTENTS BRANDING BRIEF 9-2: Its Customers How Taco Bell Uses Data-Driven Social Media Marketing to Engage 342 Establishing a Brand Equity Management System BRANDING BRIEF 9-3: Understanding and Managing the Mayo Clinic Brand Brand Charter or Bible 347 Brand Equity Responsibilities 348 THE SCIENCE OF BRANDING 9-2: BRAND FOCUS 9.0: CHAPTER 10 Maximizing Internal Branding 348 351 Discussion Questions Notes 344 346 Brand Equity Report Review 344 351 Sample Rolex Brand Audit 352 359 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 361 Preview 362 Qualitative Research Techniques BRANDING BRIEF 10-1: Consumer Behavior Free Association 362 Digging Beneath the Surface to Understand 363 364 THE SCIENCE OF BRANDING 10-1 : Associations and Positioning Projective Techniques Using Text Mining to Uncover Brand 366 366 BRANDING BRIEF 10-2: Once Upon a Time ... You Were What You Cooked Zaltman Metaphor Elicitation Technique Neural Research Methods Brand Personality and Values 368 369 371 Ethnographic and Experiential Methods 372 BRANDING BRIEF 10-3: Making the Most of Consumer Insights BRANDING BRIEF 10-4: Netnography as a Digital Research Technique BRANDING BRIEF 10-5: How P G Innovates Using Qualitative Research Data Brand Awareness 375 376 378 Social Media Listening and Monitoring BRANDING BRIEF 10-6: Brand Responses 380 Gatorade s Social Media Command Center Brand Relationships Understanding Attribution Modeling 383 384 THE SCIENCE OF BRANDING 10-2: Understanding Brand Engagement Comprehensive Models of Consumer-Based Brand Equity 389 Discussion Questions BRAND FOCUS
10.0: Notes 397 381 382 BRANDING BRIEF 10-7: Review 373 375 Quantitative Research Techniques Brand Image 372 390 Young Rubicam s Brand Asset Valuator 391 389 387 367 15
16 CONTENTS CHAPTER 11 Measuring Outcomes of Brand Equity: Capturing Market Performance 400 Preview 401 Comparative Methods 402 Brand-Based Comparative Approaches 402 Marketing-Based Comparative Approaches 403 Conjoint Analysis 405 Holistic Methods 406 Residual Approaches 407 Valuation Approaches 408 Brand Valuation: A Review of Major Approaches Interbrand 412 BrandZ 413 Brand Finance 414 Comparing the Major Brand Valuation Approaches 414 THE SCIENCE OF BRANDING 11-1: Review Discussion Questions PART V CHAPTER 12 Understanding Brand Valuation 416 417 BRAND FOCUS 11.0: Notes 412 418 Financial Perspectives on Brands and the Brand Value Chain 419 421 Growing and Sustaining Brand Equity 425 Designing and Implementing Brand Architecture Strategies Preview 425 426 Developing a Brand Architecture Strategy THE SCIENCE OF BRANDING 12-1 : Step 1: Defining Brand Potential BRANDING BRIEF 12-1: 426 The Brand-Product Matrix 427 428 Google: Expanding Beyond Search 429 Step 2: Identifying Brand Extension Opportunities 431 Step 3: Specifying Brand Elements for Branding New Products and Services Summary 432 Brand Portfolios 432 432 BRANDING BRIEF 12-2: Expanding the Marriott Brand 433 Brand Hierarchies 436 Levels of a Brand Hierarchy 437 Designing a Brand Hierarchy 439 BRANDING BRIEF 12-3: Corporate Branding Netflix: Evolving a Brand Architecture to Grow the Brand BRANDING BRIEF 12-4: Corporate Reputations: The Most Admired U.S. Companies THE SCIENCE OF BRANDING 12-2: Corporate Image Dimensions BRANDING BRIEF 12-5: 448 Brand Architecture Guidelines 458 Discussion Questions 459 449 452 THE
SCIENCE OF BRANDING 12-3: 447 Brand Architecture Strategies: House of Brands or Branded House? Corporate Innovation at 3M Managing the Corporate Brand Review 439 446 When Brands Trade Hands 457 455 447
BRAND FOCUS 12.0: Notes CHAPTER 13 Corporate Social Responsibility And Brand Strategy 460 464 Introducing and Naming New Products and Brand Extensions 468 Preview 469 New Products and Brand Extensions 469 Growing the McDonald s Brand BRANDING BRIEF 13-1: Advantages of Extensions 472 Facilitate New-Product Acceptance 472 Provide Feedback Benefits to the Parent Brand 470 475 Disadvantages of Brand Extensions 477 Can Confuse or Frustrate Consumers 477 Can Encounter Retailer Resistance 477 Can Fail and Hurt Parent Brand Image 478 Can Succeed but Cannibalize Sales of Parent Brand 478 Can Succeed, but Diminish Identification with Any One Category BRANDING BRIEF 13-2: 478 Are There Any Boundaries to the Virgin Brand Name? Can Succeed, but Hurt the Image of the Parent Brand 480 Can Dilute Brand Meaning 480 Can Cause the Company to Forego the Chance to Develop a New Brand 481 Understanding How Consumers Evaluate Brand Extensions Managerial Assumptions 482 Brand Extensions and Brand Equity 482 Vertical Brand Extensions 484 Scoring Brand Extensions THE SCIENCE OF BRANDING 13-1: BRANDING BRIEF 13-3: Mambo Extends Its Brand 481 484 487 Evaluating Brand Extension Opportunities 488 Define Actual and Desired Consumer Knowledge about the Brand 489 Identify Possible Extension Candidates 489 Evaluate the Potential of the Extension Candidate 489 Design Marketing Programs to Launch Extension 491 Evaluate Extension Success and Effects on Parent Brand Equity 492 Extension Guidelines Based on Academic Research Review 500 Discussion Questions BRAND FOCUS 13.0: Notes CHAPTER 14 500 Apple: Creating a
Tech Megabrand 501 505 Managing Brands Over Time Preview 492 511 512 Reinforcing Brands 512 Maintaining Brand Consistency 515 BRANDING BRIEF 14-1: Patagonia BRANDING BRIEF 14-2: Pabst 518 Protecting Sources of Brand Equity 519 BRANDING BRIEF 14-3: 516 Volkswagen THE SCIENCE OF BRANDING 14-1: 520 Understanding Brand Crises Fortifying versus Leveraging 523 Fine-Tuning the Supporting Marketing Program 523 521 479
18 CONTENTS Revitalizing Brands 525 BRANDING BRIEF 14-4: Harley-Davidson Motor Company 526 BRANDING BRIEF 14-5: A New Morning for Mountain Dew BRANDING BRIEF 14-6: Remaking Burberry s Image 528 529 Expanding Brand Awareness 531 Improving Brand Image 534 Adjustments to the Brand Portfolio Migration Strategies 537 Acquiring New Customers 537 Retiring Brands 537 Obso/et/ng Existing Products 538 Review 539 Discussion Questions BRAND FOCUS 14.0: Notes 537 540 Responding to a Brand Crisis 541 543 CHAPTER 15 Managing Brands Over Geographic Boundaries and Market Segments 546 Preview 547 Regional Market Segments 547 Other Demographic and Cultural Segments Marketing Based on Age 548 Marketing Based on Ethnicity 549 Global Branding 548 551 BRANDING BRIEF 15-1 : Marketing to Ethnic Groups Why Should a Brand Focus on Global Markets? Advantages of Global Marketing 554 Disadvantages of Global Marketing 555 THE SCIENCE OF BRANDING 15-1: Research Findings 552 554 Key Insights Regarding Global Brand Strategies Based on 557 Strategies for Creating Managing Global Brands Creating Global Brand Equity 559 Global Brand Positioning 559 BRANDING BRIEF 15-2: 559 Coca-Cola s Global Brand Strategy with Local Elements 561 Customizing Marketing Mix Elements in local Markets for G!obal Brands Product Strategy 562 Communication Strategy 563 Distribution Strategy 563 Pricing Strategy 563 Marketing to Consumers in Developing and Developed Markets 562 564 Ten Commandments to Building Global Customer-Based Brand Equity 564 BRANDING BRIEF 15-3: Marketing to Bicultural Consumers Using Bilingual Advertising
BRANDING BRIEF 15-4: Managing Global Nestlé Brands Review 572 Discussion Questions BRAND FOCUS 15.0: Notes 574 572 China s Global Brand Ambitions 573 568 566
CONTENTS JJļļļļJJJJļl Closing Perspectives TER 16 Closing Observations Preview 579 579 580 Strategic Brand Management Guidelines 580 Summary of Customer-Based Brand Equity Framework Tactical Guidelines 582 What Makes a Strong Brand? 580 586 BRANDING BRIEF 16-1: The Brand Report Card BRANDING BRIEF 16-2: Reinvigorating Branding at Procter Gamble Future Brand Priorities 586 590 Fully and Accurately Factor the Consumer into the Branding Equation 590 Go Beyond Product Performance and Rational Benefits 592 Make the Whole of the Marketing Program Greater Than the Sum of the Parts Understand Where You Can Take a Brand (and Flow) 594 Do the Right Thing with Brands 596 Take a Big Picture View of Branding Effects. Know What Is Working (and Why) Finding the Branding Sweet Spot 597 New Capabilities for Brand Marketers 598 Review 600 Discussion Questions BRAND FOCUS 16.0: Notes Index 609 606 588 600 Special Applications 600 593 596 19
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| author | Keller, Kevin Lane 1956- |
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| discipline | Wirtschaftswissenschaften |
| edition | Fifth edition, global edition |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV045499229 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:19:46Z |
| institution | BVB |
| isbn | 9781292314969 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030883944 |
| oclc_num | 1127304126 |
| open_access_boolean | |
| owner | DE-188 DE-2070s DE-20 DE-573 DE-384 DE-1050 DE-1049 DE-945 DE-M347 DE-706 DE-898 DE-BY-UBR DE-19 DE-BY-UBM DE-739 DE-N2 DE-83 DE-1102 DE-521 |
| owner_facet | DE-188 DE-2070s DE-20 DE-573 DE-384 DE-1050 DE-1049 DE-945 DE-M347 DE-706 DE-898 DE-BY-UBR DE-19 DE-BY-UBM DE-739 DE-N2 DE-83 DE-1102 DE-521 |
| physical | 621 Seiten Illustrationen, Diagramme |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Pearson |
| record_format | marc |
| spelling | Keller, Kevin Lane 1956- Verfasser (DE-588)132842920 aut Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller, Tuck School of Business, Dartmouth College, Vanitha Swaminathan, Katz Graduate School of Business, University of Pittsburgh Fifth edition, global edition Harlow, England Pearson [2020] 621 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Produktmanagement (DE-588)4125960-9 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Markenwert (DE-588)4346474-9 gnd rswk-swf Markenname (DE-588)4114513-6 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Marke (DE-588)4074577-6 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Markenartikel (DE-588)4037584-5 s Strategisches Management (DE-588)4124261-0 s DE-604 Markenpolitik (DE-588)4144679-3 s Markenwert (DE-588)4346474-9 s 1\p DE-604 Markenname (DE-588)4114513-6 s Produktmanagement (DE-588)4125960-9 s 2\p DE-604 Marke (DE-588)4074577-6 s Management (DE-588)4037278-9 s 3\p DE-604 Swaminathan, Vanitha Sonstige (DE-588)1196221324 oth Erscheint auch als Online-Ausgabe 978-1-292-31499-0 (DE-604)BV047103192 Vorangegangen ist Fourth edition, global edition 2013 978-0-13-266425-7 (DE-604)BV040537681 Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030883944&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 5 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Keller, Kevin Lane 1956- Strategic brand management building, measuring, and managing brand equity Produktmanagement (DE-588)4125960-9 gnd Markenartikel (DE-588)4037584-5 gnd Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Markenwert (DE-588)4346474-9 gnd Markenname (DE-588)4114513-6 gnd Management (DE-588)4037278-9 gnd Marke (DE-588)4074577-6 gnd |
| subject_GND | (DE-588)4125960-9 (DE-588)4037584-5 (DE-588)4144679-3 (DE-588)4124261-0 (DE-588)4346474-9 (DE-588)4114513-6 (DE-588)4037278-9 (DE-588)4074577-6 (DE-588)4123623-3 |
| title | Strategic brand management building, measuring, and managing brand equity |
| title_auth | Strategic brand management building, measuring, and managing brand equity |
| title_exact_search | Strategic brand management building, measuring, and managing brand equity |
| title_full | Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller, Tuck School of Business, Dartmouth College, Vanitha Swaminathan, Katz Graduate School of Business, University of Pittsburgh |
| title_fullStr | Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller, Tuck School of Business, Dartmouth College, Vanitha Swaminathan, Katz Graduate School of Business, University of Pittsburgh |
| title_full_unstemmed | Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller, Tuck School of Business, Dartmouth College, Vanitha Swaminathan, Katz Graduate School of Business, University of Pittsburgh |
| title_short | Strategic brand management |
| title_sort | strategic brand management building measuring and managing brand equity |
| title_sub | building, measuring, and managing brand equity |
| topic | Produktmanagement (DE-588)4125960-9 gnd Markenartikel (DE-588)4037584-5 gnd Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Markenwert (DE-588)4346474-9 gnd Markenname (DE-588)4114513-6 gnd Management (DE-588)4037278-9 gnd Marke (DE-588)4074577-6 gnd |
| topic_facet | Produktmanagement Markenartikel Markenpolitik Strategisches Management Markenwert Markenname Management Marke Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030883944&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kellerkevinlane strategicbrandmanagementbuildingmeasuringandmanagingbrandequity AT swaminathanvanitha strategicbrandmanagementbuildingmeasuringandmanagingbrandequity |