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Strategic Brand Management [Print Replica] [Kindle Edition]

Kevin Lane Keller , Tony Aperia , Mats Georgson
4.8 out of 5 stars  See all reviews (15 customer reviews)

Print List Price: £55.99
Kindle Price: £42.75 includes VAT* & free wireless delivery via Amazon Whispernet
You Save: £13.24 (24%)
* Unlike print books, digital books are subject to VAT.

  • Print Replica:
    This Kindle book looks just like the printed book
  • Print ISBN-10: 0273737872
  • Print ISBN-13: 978-0273737872
  • Edition: 2
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Book Description

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.



Product Description

Review


"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." — David Aaker, Professor of Marketing Strategy, University of California at Berkeley, Author of Building Strong Brands




"After reading Strategic Brand Management, my `associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." — Steve Goldstein, Vice President of Marketing and Research, Levi's Brand U.S.A.




"Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." — Al Silk, Professor Emeritus, Harvard Business School




"Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." — Liz Dolan, Vice President of Marketing Communication, Nike, Inc.




"Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should be congratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." — Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University




"The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that , need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." — Dennis Carter, Vice President, Sales and Marketing, Intel Corporation




"Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." — Allen Adamson, Managing Director, Landor Associates




"Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." — Scott Bedbury, CEO of Brandstream, author of A New Brand World




"Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion." — Joanne Bischmann, Vice President of Marketing, Harley-Davidson Motor Company




"Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling case studies and best practices that bring this to life." — Jim Stengel, Global Marketing Officer, Procter & Gamble




"Kevin Keller provides masterful insights into total branding . . . from the finesse of brand building to the financial impact of success." — Michael Dolan




"In an ever fragmenting media world where connecting with consumers with the same or less marketing resources is the norm, Keller's practical approach to constructing integrated marketing communication plans will help marketers squeeze every ounce of value from their advertising budgets." — Jan Valentic


From the Back Cover

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions—and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.


Product details

  • Format: Kindle Edition
  • File Size: 15570 KB
  • Print Length: 940 pages
  • Simultaneous Device Usage: Up to 2 simultaneous devices, per publisher limits
  • Publisher: Financial Times/ Prentice Hall; 2 edition (6 Mar. 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00IZ080FE
  • Text-to-Speech: Not enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Bestsellers Rank: #371,538 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
9 of 10 people found the following review helpful
4.0 out of 5 stars A down to earth book about brand strategy 5 Feb. 2001
By A Customer
Format:Hardcover
This book describes the 10 most important areas for people working with brands. For each area the author explains why the area is important and then gives you good examples that you have heard about i.e Starbucks, Gilette and Procter & Gamble.
Even though stragegic brand management covers a wide area, this book gives you very practical tips of how you should act to build your own brand.
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By .
Format:Paperback
This book provides excellent tips for building brand equity through various marketing endeavors . Interesting topics include: choosing brand element to build brand equity, designing marketing campaign to build brand equity, measuring sources for brand equity: capturing the customer mindset, and managing brands over geographic boundaries and marketing segments. In digital era, online marketing channels, such as PPC, is deemed a very effective vehicles for branding. For further reading and advanced skills in PPC, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read to polish your online marketing skills on paid search. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, persuasive ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. Read more ›
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5.0 out of 5 stars Five Stars 20 May 2015
By tntm
Format:Paperback|Verified Purchase
useful book (y)
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0 of 1 people found the following review helpful
5.0 out of 5 stars Useful 10 Dec. 2012
By vero
Format:Paperback|Verified Purchase
Had to buy it for school and was thinking that I would resell it after the end of the class. But I find it informative, well-structured and with relevant examples, so I will keep it.
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0 of 1 people found the following review helpful
5.0 out of 5 stars good 3 Nov. 2012
By Mr.Fall
Format:Paperback|Verified Purchase
Not too short and not too long. Aim for between 75 and 300 words.
Be detailed and specific. What would you have wanted to know before you purchased the product
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0 of 1 people found the following review helpful
5.0 out of 5 stars Excellent introductory book on brand management 12 Sept. 2013
Format:Paperback|Verified Purchase
Excellent introductory book on brand management. Recommended read for anyone in this area. More strategic in approach whereas most books are lost in the details.
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0 of 1 people found the following review helpful
4.0 out of 5 stars book 6 Mar. 2013
Format:Paperback|Verified Purchase
exactly as described arrived promptly and securely wrapped was very useful for my coarse at university would recommend this website
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0 of 1 people found the following review helpful
5.0 out of 5 stars Perfect 13 Dec. 2012
Format:Paperback|Verified Purchase
As it said in the description, everything you need from a product like this!

Great buy for anyone, anytime, anywhere.
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