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.
PART I Opening Perspectives 1 CHAPTER 1 Brands and Brand Management 1 PART II Developing a Brand Strategy 37 CHAPTER 2 Customer-Based Brand Equity and Brand Positioning 37 CHAPTER 3 Brand Resonance and the Brand Value Chain 76 PART III Designing and Implementing Brand Marketing Programs 111 CHAPTER 4 Choosing Brand …
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