Book Description
Finely-focused on the “how-to” and “why” throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. KEY TOPICS- Considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. This book addresses three important questions- How can brand equity be created?; How can brand equity be measured?; and How can brand equity be used to expand business opportunities?
Features and Benefits
Offers a perspective that is relevant to any type of organization and setting (e.g., public or private, large or small) and provides specific applications and examples that cover a wide range of industries and geographies; e.g., industrial, high-tech, service, retail, and small-businesses.
Outlines the three main ways to build brand equity by properly choosing brand elements, designing supporting marketing programs, and leveraging secondary associations.
Synopsis
Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy. Incorporating the latest thinking and developments from both academia and industry, 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 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.
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