Strategic brand management : building, measuring, and managing brand equity

Ключевые слова

Тематические рубрики

• Economics - Enterprise Management
• Brand name products - Management

Аннотация

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. 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.