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

Book Summary:

It’s provides a comprehensive framework for understanding and managing brand equity. The book emphasizes the importance of building strong brands through effective strategies and practices. It covers topics such as brand positioning, brand identity, and brand value, offering insights on how to measure and manage brand equity. Keller presents tools and techniques for creating a competitive brand advantage and explores the challenges of managing brands across different markets and segments. The book integrates theory with practical applications, making it a valuable resource for brand managers and marketers.

ISBN’s: 9780132664257, 9780273779414

Author:

Kevin Lane Keller