Strategic Brand Management Building Measuring and Managing Brand Equity 4th Edition Kevin Solutions Manual
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Strategic Brand Management Building Measuring and Managing Brand Equity 4th Edition Kevin Solutions Manual.
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Product Details:
- ISBN-10 : 0132664259
- ISBN-13 : 978-0132664257
- Author: Kevin Keller
Table of contents:
Part I: Opening Perspectives Chapter 1 Brands and Brand Management
Part II: Identifying and Establishing Brand Positioning and Values
Chapter 2 Customer-Based Brand Equity
Chapter 3 Brand Positioning
Part III: Planning and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity
Part IV: Measuring and Interpreting Brand Performance
Chapter 8 Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance
Part V: Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands over Time
Chapter 14 Managing Brands over Geographic Boundaries and Market Segments
Part VI: Closing Perspectives
Chapter 15 Closing Observations
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