Strategic Brand Management: Building, Measuring, and Managing Brand Equity

Description

For courses in brand management. This ISBN is for the bound textbook, which students can rent through their bookstore. 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. This title is also available digitally as a standalone Pearson eText. This option gives students affordable access to learning materials, so they come to class ready to succeed.