For courses in brand management.
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 equityUsing 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.

Free instructor resources PowerPoint slides for Strategic Brand Management
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Format Häftad Omfång 624 sidor Språk Engelska Förlag Pearson Education Limited Utgivningsdatum 2019-08-15 ISBN 9781292314969