Strategic Brand Management (5版)

書名：Strategic Brand Management 5/e 作者：KELLER 出版社：Pearson 出版日期：2019/11/00 ISBN：9781292314969 內容簡介 　　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 o 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. 目錄 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 Associatins to Build Brand Equity PART IV: MEASURING AND INTERPERTING BRAND PERFORMANCE Ch 9 Developing a Brand Equity Measurement and Management System Ch10 Measuring Sources o Equity: Capturing Customer Mind-Set Ch11 Measuring Outcomes o 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