02387cam a2200289Ii 4500001001300000003000600013007000300019008004100022020002500063020002200088035002200110050002200132100003100154245012400185250002400309260004000333300002400373500003200397500026400429504005100693505115800744650003701902700002601939942001201965952010701977999001302084on1124742039OCoLCta200825s2020    enka     b    001 0 eng d  a9781292314969 (pbk.)  a1292314966 (pbk.)  a(OCoLC)1124742039  aHD69.B7bK45 20201 aKeller, Kevin Lane,d1956-10aStrategic brand management :bbuilding, measuring, and managing brand equity /cKevin Lane Keller, Vanitha Swaminathan.  a5th ed., Global ed.  aHarlow, England :bPearson,cc2020.  a621 p. :bcol. ill.  aActually published in 2019.  a"Authorized adaptation from the United States edition, entitled Strategic brand management : building, measuring, and managing brand equity, 5th edition, ISBN 9780134892498, by Kevin Lane Keller and Vanitha Swaminathan, published by Pearson Education ©2020."  aIncludes bibliographical references and index.2 aPart I:  Opening perspectives -- 1. Brands and brand management -- Part II:  Developing a brand strategty -- 2. Customer-based brand equity and brand positioning -- 3. Brand resonance and brand value chain -- Part III: Designing and implementing brand marketing programs  -- 4. Choosing brand elements to build brand equity -- 5. Designing marketing programs to build brand equity -- 6. Integrating marketing communications to build brand equity -- 7. Branding in the digital era -- 8. Leveraging secondary brand associations to build brand equity -- Part IV: Measuring and interpreting brand performance -- 9. Developing a brand equity measurement and management system -- 10. Measuring sources of brand equity: capturing customer mind-set -- 11. Measuring outcomes of brand equity: capturing market performance -- Part V: Growing and sustaining brand equity -- 12. Designing and implementing brand architecture strategies -- 13. Introducing and naming new products and brand extensions -- 14. Managing brands over time -- 15. Managing brands over geographic boundaries and market segments -- Part  VI: Closing perspectives -- 16. Closing observations. 4aBrand name productsxManagement.1 aSwaminathan, Vanitha.  2lcccBK  00104070aPNLIBbPNLIBcGENd2021-06-17oHD69.B7 K45 2020pPNLIB21060544r2021-06-17w2021-06-17yBK  c730d730