Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5/e (Paperback)
暫譯: 品牌策略管理：建立、衡量與管理品牌價值，第5版（平裝本）

Kevin Lane Keller,Vanitha Swaminathan

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5/e (Paperback)

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商品描述

Create profitable brand strategies by building, measuring, and managing brand equity

Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.

商品描述(中文翻譯)

建立獲利的品牌策略，透過建立、衡量和管理品牌價值

《策略品牌管理：建立、衡量和管理品牌價值》從消費者的角度探討品牌，並提供一個識別、定義和衡量品牌價值的框架。該書結合了學術界和業界專家的見解，並引用了在美國及全球市場上行銷的品牌的示例和案例研究。新合著者、獲獎學者Vanitha Swaminathan與Kevin Lane Keller共同推出這本令人興奮的新第五版。本版還更加關注數位品牌，讓學生了解品牌在與當今消費者建立聯繫時所面臨的令人振奮的新機會和艱鉅挑戰。

作者簡介

作者：Kevin Lane Keller
現職：Tuck School of Business Dartmouth College

作者：Vanitha Swaminathan
現職：Katz Graduate School of Business University of Pittsburgh

作者簡介(中文翻譯)

作者：Kevin Lane Keller
現職：達特茅斯學院塔克商學院

作者：Vanitha Swaminathan
現職：匹茲堡大學卡茲研究生商學院

目錄大綱

PART I: OPENING PERSPECTIVES
Ch 1 Brands and Brand Management

PART II: DEVELOPING A BRAND STRATEGY
Ch 2 Customer-Based Brand Equity and Brand Positioning
Ch 3 Brand Resonance and the Brand Value Chain

PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
Ch 4 Choosing Brand Elements to Build Brand Equity
Ch 5 Designing Marketing Programs to Build Brand Equity
Ch 6 Integrating Marketing Communications to Build Brand Equity
Ch 7 Branding in the Digital Era
Ch 8 Leveraging Secondary Brand Associations to Build Brand Equity

PART IV: MEASURING AND INTERPERTING BRAND PERFORMANCE
Ch 9 Developing a Brand Equity Measurement and Management System
Ch10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Ch11 Measuring Outcomes of Brand Equity: Capturing Market Performance

PART V: GROWING AND SUSTAINING BRAND EQUITY
Ch12 Designing and Implementing Brand Architecture Strategies
Ch13 Introducing and Naming New Products and Brand Extensions
Ch14 Managing Brands Over Time
Ch15 Managing Brands Over Geographic Boundaries and Market Segments

PART VI: CLOSING PERSPECTIVES
Ch16 Closing Observations

目錄大綱(中文翻譯)

PART I: OPENING PERSPECTIVES

Ch 1 Brands and Brand Management



PART II: DEVELOPING A BRAND STRATEGY

Ch 2 Customer-Based Brand Equity and Brand Positioning

Ch 3 Brand Resonance and the Brand Value Chain



PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS

Ch 4 Choosing Brand Elements to Build Brand Equity

Ch 5 Designing Marketing Programs to Build Brand Equity

Ch 6 Integrating Marketing Communications to Build Brand Equity

Ch 7 Branding in the Digital Era

Ch 8 Leveraging Secondary Brand Associations to Build Brand Equity



PART IV: MEASURING AND INTERPERTING BRAND PERFORMANCE

Ch 9 Developing a Brand Equity Measurement and Management System

Ch10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set

Ch11 Measuring Outcomes of Brand Equity: Capturing Market Performance



PART V: GROWING AND SUSTAINING BRAND EQUITY

Ch12 Designing and Implementing Brand Architecture Strategies

Ch13 Introducing and Naming New Products and Brand Extensions

Ch14 Managing Brands Over Time

Ch15 Managing Brands Over Geographic Boundaries and Market Segments



PART VI: CLOSING PERSPECTIVES

Ch16 Closing Observations

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