Strategic brand management table of content

  • How do you create a strategic brand management process?

    A strategic brand management process comprises four main steps:

    1. Identification and establishment of brand positioning and values
    2. Design and execution of brand marketing programmes
    3. Measurement and evaluation of brand performance
    4. Growth and sustenance of brand equity
    .

  • How do you create a strategic brand management process?

    Overall, strategic brand management involves fine-tuning your brand's identity for long-term success, from defining your values, mission, and vision to measuring your performance through KPIs..

  • What are the four steps in the strategic brand management process?

    A strategic brand management process comprises four main steps:

    Identification and establishment of brand positioning and values.Design and execution of brand marketing programmes.Measurement and evaluation of brand performance.Growth and sustenance of brand equity..

  • What does strategic brand management involve?

    This article concentrates on four steps that brand marketers must take in branding: .

    1. Identifying and establishing brand positioning and values,
    2. Planning and implementing brand marketing programs,
    3. Measuring and interpreting brand performance, and
    4. Growing and sustaining brand equity
    .

Table of contents
  • Brands and Brand Management.
  • Customer-Based Brand Equity and Brand Positioning.
  • Brand Resonance and the Brand Value Chain.
  • Choosing Brand Elements to Build Brand Equity.
  • Designing Marketing Programs to Build Brand Equity.
  • Integrating Marketing Communications to Build Brand Equity.
Table of Contents
  • Brands and Brand Management.
  • Customer-Based Brand Equity and Brand Positioning.
  • Brand Resonance and Brand Value Chain.
  • Choosing Brand Elements to Build Brand Equity.
  • Designing Marketing Programs to Build Brand Equity.
  • Integrating Marketing Communications to Build Brand Equity.
  • Branding in the Digital Era.
Table of contents for Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller. Bibliographic record and links to 

What are the most important branding topics?

Important branding topics include:

  • netnography as a research technique
  • new capabilities for brand marketers
  • digital platform brands
  • digital native vertical brands
  • marketing to bicultural consumers
  • and managing brand crises in the social media era.

    • What is strategic brand management?

    In Strategic Brand Management:

  • Building
  • Measuring
  • and Managing Brand Equity
  • 4th Edition Keller looks at branding from the perspective of the consumer
  • and provides a framework that helps students and managers identify
  • define
  • and measure brand equity.

    • Who is the co-author of the 5th edition of brand studies?

    Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world.
    New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition.


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