Strategic Brand Management
A European Perspective
2. Auflage
Erschienen am 6. Dezember 2011
Buch
Softcover
968 Seiten
978-0-273-73787-2 (ISBN)
Beschreibung
'Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Management by Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.'
John Murphy, founder of Interbrand.
Develop your brand management skills with practical insights from the industry Strategic Brand Management: A European Perspective, 2nd edition, by Kevin Lane Keller, Tony Aperia, and Mats Georgson, aims to equip managers with the tools and understanding to be able to improve the long-term profitability of their brand strategy.
This edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity.
The 2nd edition contains a range of updated features to accommodate your learning, including:
Additional cases and examples from well-known European brands are included to appeal to students outside the US.
New Brand Briefings spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, & Ryanair
Further coverage of channel management and B2B research on brands, compared to the previous edition.
Combining practical insights with a strong theoretical foundation, this text will assist you in your day-to-day managerial decisions as well as long-term brand decisions.
John Murphy, founder of Interbrand.
Develop your brand management skills with practical insights from the industry Strategic Brand Management: A European Perspective, 2nd edition, by Kevin Lane Keller, Tony Aperia, and Mats Georgson, aims to equip managers with the tools and understanding to be able to improve the long-term profitability of their brand strategy.
This edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity.
The 2nd edition contains a range of updated features to accommodate your learning, including:
Additional cases and examples from well-known European brands are included to appeal to students outside the US.
New Brand Briefings spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, & Ryanair
Further coverage of channel management and B2B research on brands, compared to the previous edition.
Combining practical insights with a strong theoretical foundation, this text will assist you in your day-to-day managerial decisions as well as long-term brand decisions.
Weitere Details
Weitere Ausgaben
Personen
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, 'Marketing Management.'
Dr Tony Aperia is Visiting Professor at Joenkoeping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field.
Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.
Dr Tony Aperia is Visiting Professor at Joenkoeping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field.
Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.
Inhalt
Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements
Brands and brand management
Preview
What is a brand?
Why do brands matter?
Can anything be branded?
What are the strongest brands?
Branding challenges and opportunities
The brand equity concept
Strategic brand management process
Chapter review
Discussion questionsReferences and notes
Customer-based brand equity
Preview
Customer-based brand equity
Making a brand strong: brand knowledge
Sources of brand equity
Four steps to building a brand
Brand building blocks
Creating brand value
Chapter review
Discussion questions
References and notes
Brand positioning
Preview
Identifying and establishing brand positioning
Positioning guidelines
Defining and establishing brand mantras
Chapter review
Discussion questions
References and notes
Choosing brand elements to build brand equity
Preview
Criteria for choosing brand elements
Options and tactics for brand elements
Putting it all together
Chapter review
Discussion questions
References and notes
Designing marketing campaigns to build brand equity
Preview
New perspectives on marketing
Product strategy
Pricing strategy
Channel strategy
Chapter review
Discussion questions
References and notes
Integrating marketing campaigns to build brand equity
Preview
New media
Overview of marketing communication options
Developing integrated marketing communication campaigns
Chapter review
Discussion questions
References and notes
Using secondary brand associations to build brand equity
Preview
Conceptualising the process
Company
Country of origin and other geographical areas
Channels of distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, cultural and other events
Third-party sources
Chapter review
Discussion questions
References and notes
Developing a brand equity measurement and management system
Preview
The new accountability
The brand value chain
Brand audits
Designing brand tracking studies
Establishing a brand equity management system
Chapter review
Discussion questions
References and notes
Measuring sources of brand equity: capturing the customer mindset
Preview
Qualitative research techniques
Zaltman Metaphor Elicitation Technique
Quantitative researchtechniques
Comprehensive models of consumer-based equity
Chapter review
Discussion questions
References and notes
Measuring outcomes of brand equity: capturing market performance
Preview
Comparative methods
Holistic methods Chapter review
Discussion questions
References and notes
Designing and implementing branding strategies
Preview
Brand architecture
Brand hierarchy
Designing a branding strategy
Using cause marketing to build brand equity
Chapter review
Discussion questions
References and notes
Introducing and naming products and brand extensions
Preview
New products and brand extensions
Advantages of extensions
Disadvantages of brand extensions
Under
Brands and brand management
Preview
What is a brand?
Why do brands matter?
Can anything be branded?
What are the strongest brands?
Branding challenges and opportunities
The brand equity concept
Strategic brand management process
Chapter review
Discussion questionsReferences and notes
Customer-based brand equity
Preview
Customer-based brand equity
Making a brand strong: brand knowledge
Sources of brand equity
Four steps to building a brand
Brand building blocks
Creating brand value
Chapter review
Discussion questions
References and notes
Brand positioning
Preview
Identifying and establishing brand positioning
Positioning guidelines
Defining and establishing brand mantras
Chapter review
Discussion questions
References and notes
Choosing brand elements to build brand equity
Preview
Criteria for choosing brand elements
Options and tactics for brand elements
Putting it all together
Chapter review
Discussion questions
References and notes
Designing marketing campaigns to build brand equity
Preview
New perspectives on marketing
Product strategy
Pricing strategy
Channel strategy
Chapter review
Discussion questions
References and notes
Integrating marketing campaigns to build brand equity
Preview
New media
Overview of marketing communication options
Developing integrated marketing communication campaigns
Chapter review
Discussion questions
References and notes
Using secondary brand associations to build brand equity
Preview
Conceptualising the process
Company
Country of origin and other geographical areas
Channels of distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, cultural and other events
Third-party sources
Chapter review
Discussion questions
References and notes
Developing a brand equity measurement and management system
Preview
The new accountability
The brand value chain
Brand audits
Designing brand tracking studies
Establishing a brand equity management system
Chapter review
Discussion questions
References and notes
Measuring sources of brand equity: capturing the customer mindset
Preview
Qualitative research techniques
Zaltman Metaphor Elicitation Technique
Quantitative researchtechniques
Comprehensive models of consumer-based equity
Chapter review
Discussion questions
References and notes
Measuring outcomes of brand equity: capturing market performance
Preview
Comparative methods
Holistic methods Chapter review
Discussion questions
References and notes
Designing and implementing branding strategies
Preview
Brand architecture
Brand hierarchy
Designing a branding strategy
Using cause marketing to build brand equity
Chapter review
Discussion questions
References and notes
Introducing and naming products and brand extensions
Preview
New products and brand extensions
Advantages of extensions
Disadvantages of brand extensions
Under