Transcription of Strategic Brand Management - Pearson
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Strategic Brand Management - Pearson
Building, Measuring, and Managing Brand EquityStrategic Brand 129/12/2018 02 229/12/2018 02:48 Building, Measuring, and Managing Brand EquityKevin Lane KellerTuck School of Business Dartmouth CollegeVanitha SwaminathanKatz Graduate School of Business University of PittsburghStrategic Brand ManagementFifth 329/12/2018 02:48 Vice President, Business, Economics, and UK Courseware: Donna BattistaDirector of Portfolio Management : Stephanie WallExecutive Portfolio Manager: Lynn M. HuddonEditorial Assistant: Rachel ChouVice President, Product marketing : Roxanne McCarleySenior Product Marketer: Becky BrownProduct marketing Assistant: Marianela SilvestriManager of Field marketing , Business Publishing: Adam GoldsteinField marketing Manager: Nicole PriceVice President, Production and Digital Studio, Arts and Business: Etain O DeaDirector, Production and Digital Studio, Business and Economics: Ashley SantoraManaging Producer, Business: Melissa FeimerContent Producer: Michelle ZengOperations Specialist: Carol MelvilleDesign Lead: Kathryn FootFull Service Project Management : Ana Diaz-Caneja/Bhanuprakash Sherla, Pearson CSCI nterior Design: Pearson CSCC over Design: Pearson CSCC over Art: wowomnom/ShutterstockPrinter/Binder: LSC Communications, Printer: Phoenix Color/HagerstownM
BRANDING BRIEF 3-2: How Digital Platform-Based Brands Create Customer Engagement 97 The Brand Value Chain 98 Value Stages 99 Implications 101 Review 102 Discussion Questions 104 BRAND FOCUS 3.0: Creating Customer Value 104 Notes 107 PART III Designing and Implementing Brand Marketing Programs 111
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