Solution Manual for Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th by Keller

Product details:

• ISBN-10 ‏ : ‎ 0132664259
• ISBN-13 ‏ : ‎ 978-0132664257
• Author: Kevin Keller

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.

Table of contents:

PART 1: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
1. Brands and Brand Management

PART 2: DEVELOPING A BRAND STRATEGY
2. Customer-Based Brand Equity and Brand Positioning
3. Brand Resonance and Brand Value Chain

PART 3: 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 4: 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 5: 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 6: CLOSING PERSPECTIVES
16. Closing Observations

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