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Strategic Brand Management: Building, Measuring and Managing Brand Equity cover
  • ISBN: 9780131201156
  • ISBN10: 0131201158

Strategic Brand Management: Building, Measuring and Managing Brand Equity

by Keller, Kevin Lane

  • List Price: $84.00
  • Binding: Hardcover
  • Publisher: Prentice Hall
  • Publish date: 02/01/2006
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Description
Finely-focused on the "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity.

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?

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