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

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

Introducing the ultimate guide to building, measuring, and managing brand equity - Strategic Brand Management. This innovative book is a must-have for any business looking to establish a strong and successful brand. With a comprehensive approach, it covers all aspects of brand management, from creating a brand identity to measuring its impact and managing its equity.

Through insightful strategies and practical examples, this book will help you understand the importance of branding and how to effectively build and maintain a strong brand. It also delves into the latest trends and techniques in brand management, ensuring that your brand stays relevant and competitive in today's ever-changing market.

With a user-friendly format and easy-to-follow guidelines, Strategic Brand Management is suitable for both beginners and experienced professionals. It is a valuable resource for marketers, business owners, and anyone interested in understanding the power of branding and how to leverage it for success.

Don't miss out on this game-changing book. Get your copy of Strategic Brand Management today and take your brand to new heights of success. Visit our website to learn more and order your copy now!

9781292314969

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Table of Content

PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
1. Brands and Brand Management
PART II: DEVELOPING A BRAND STRATEGY
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

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