Strategic Brand Management 3rd Edition

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Strategic Brand Management, 3rd Edition

Alexander Chernev
Strategic Brand Management 3rd Edition Book PDF

Author : Alexander Chernev
Publisher : Cerebellum Press
Page : 446 pages
File Size : 45,9 Mb
Release : 2020-01-31
Category : Business & Economics
ISBN : 8210379456XXX

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Strategic Brand Management, 3rd Edition by Alexander Chernev Pdf

In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

Strategic Brand Management, 3rd Edition

Alexander Chernev
Strategic Brand Management 3rd Edition Book PDF

Author : Alexander Chernev
Publisher : Unknown
Page : 266 pages
File Size : 42,5 Mb
Release : 2020-02-15
Category : Business & Economics
ISBN : 193657263X

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Strategic Brand Management, 3rd Edition by Alexander Chernev Pdf

Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionable framework for brand management. Clear, succinct, and practical, it is the definitive text on building strong brands.

Strategic Brand Management

Kevin Lane Keller
Strategic Brand Management Book PDF

Author : Kevin Lane Keller
Publisher : Unknown
Page : 0 pages
File Size : 44,9 Mb
Release : 2003
Category : Brand name products
ISBN : 0130411507

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Strategic Brand Management by Kevin Lane Keller Pdf

Written by today's leading authority in brand management and 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. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

Kevin Lane Keller,Vanitha Swaminathan
Strategic Brand Management Building Measuring and Managing Brand Equity Global Edition Book PDF

Author : Kevin Lane Keller,Vanitha Swaminathan
Publisher : Pearson UK
Page : 622 pages
File Size : 48,7 Mb
Release : 2019-07-04
Category : Business & Economics
ISBN : 9781292314990

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition by Kevin Lane Keller,Vanitha Swaminathan Pdf

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. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you will receive via email the code and instructions on how to access this product. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

ADVANCED BRAND MANAGEMENT - 3RD EDITION

Paul Temporal
ADVANCED BRAND MANAGEMENT 3RD EDITION Book PDF

Author : Paul Temporal
Publisher : Harriman House Limited
Page : 302 pages
File Size : 43,8 Mb
Release : 2019-02-25
Category : Business & Economics
ISBN : 9780857195906

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ADVANCED BRAND MANAGEMENT - 3RD EDITION by Paul Temporal Pdf

Brands have never been more important than they are today. As Paul Temporal explains in this fully revised and updated third edition of his classic bestseller, the challenges of the business world are greater now than ever before. Brand managers have to cope with a broader range of variables and pressures from the marketplace and consumers. The lifeline of a strong brand can mean the difference between success and failure, or survival and extinction, in this turbulent environment. But what constitutes a strong brand? How should it be developed and managed? How do you activate and manage a winning brand strategy? Advanced Brand Management is the indispensable guide that provides all the answers. Paul Temporal addresses every issue related to brand management in the 21st century, providing the background theory and illustrating this with thoughtful case studies from across the business world. In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Throughout, there is an increased emphasis on brand strategy and updates to case studies, with entirely new cases being added. If you want to make your own branding a success, you can’t afford to be without Advanced Brand Management.

Strategic Marketing: Planning and Control

Graeme Drummond,John Ensor,Ruth Ashford
Strategic Marketing Planning and Control Book PDF

Author : Graeme Drummond,John Ensor,Ruth Ashford
Publisher : Routledge
Page : 322 pages
File Size : 43,8 Mb
Release : 2007-06-01
Category : Business & Economics
ISBN : 9781136362378

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Strategic Marketing: Planning and Control by Graeme Drummond,John Ensor,Ruth Ashford Pdf

Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.

Brand Management

Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Brand Management Book PDF

Author : Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Publisher : Routledge
Page : 389 pages
File Size : 46,9 Mb
Release : 2020-05-10
Category : Business & Economics
ISBN : 9781000065527

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Brand Management by Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre Pdf

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

The New Strategic Brand Management

Jean-Noël Kapferer
The New Strategic Brand Management Book PDF

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 512 pages
File Size : 44,8 Mb
Release : 2012-01-03
Category : Business & Economics
ISBN : 9780749465162

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The New Strategic Brand Management by Jean-Noël Kapferer Pdf

Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Strategic Brand Management

Kevin Lane Keller
Strategic Brand Management Book PDF

Author : Kevin Lane Keller
Publisher : Unknown
Page : 796 pages
File Size : 54,9 Mb
Release : 1998
Category : Business & Economics
ISBN : 0131201158

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Strategic Brand Management by Kevin Lane Keller Pdf

This volume provides a comprehensive, up-to-date treatment of the subject of brands, brand equity and strategic brand management. It provides insights into how profitable brand strategies can be created by building, measuring and managing brand equity.

Strategic Brand Management

Kevin Lane Keller,M. G. Parameswaran,Isaac Jacob
Strategic Brand Management Book PDF

Author : Kevin Lane Keller,M. G. Parameswaran,Isaac Jacob
Publisher : Pearson Education India
Page : 722 pages
File Size : 52,7 Mb
Release : 2010-12
Category : Brand name products
ISBN : 8131756890

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Strategic Brand Management by Kevin Lane Keller,M. G. Parameswaran,Isaac Jacob Pdf

Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.

Strategic Marketing

Douglas West,John Ford,Essam Ibrahim
Strategic Marketing Book PDF

Author : Douglas West,John Ford,Essam Ibrahim
Publisher : Oxford University Press, USA
Page : 613 pages
File Size : 54,5 Mb
Release : 2010-03-25
Category : Business & Economics
ISBN : 9780199556601

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Strategic Marketing by Douglas West,John Ford,Essam Ibrahim Pdf

This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.

Strategic Brand Management in Higher Education

Bang Nguyen,T.C Melewar,Jane Hemsley-Brown
Strategic Brand Management in Higher Education Book PDF

Author : Bang Nguyen,T.C Melewar,Jane Hemsley-Brown
Publisher : Routledge
Page : 276 pages
File Size : 48,8 Mb
Release : 2019-02-13
Category : Business & Economics
ISBN : 9780429639432

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Strategic Brand Management in Higher Education by Bang Nguyen,T.C Melewar,Jane Hemsley-Brown Pdf

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Brand Management

Michael Beverland
Brand Management Book PDF

Author : Michael Beverland
Publisher : SAGE
Page : 516 pages
File Size : 51,6 Mb
Release : 2018-01-27
Category : Business & Economics
ISBN : 9781526415899

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Brand Management by Michael Beverland Pdf

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.

Personal Brand Management

Talaya Waller
Personal Brand Management Book PDF

Author : Talaya Waller
Publisher : Springer Nature
Page : 170 pages
File Size : 43,7 Mb
Release : 2020-04-15
Category : Business & Economics
ISBN : 9783030437442

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Personal Brand Management by Talaya Waller Pdf

This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.

Strategic Brand Management and Development

Sotiris T. Lalaounis
Strategic Brand Management and Development Book PDF

Author : Sotiris T. Lalaounis
Publisher : Routledge
Page : 382 pages
File Size : 55,7 Mb
Release : 2020-12-30
Category : Business & Economics
ISBN : 9781000298185

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Strategic Brand Management and Development by Sotiris T. Lalaounis Pdf

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.