Strategic Brand Management Building, Measuring, and Managing Brand Equity

• Main Author: Keller, Kevin Lane 1956- (Author)
• Format: Book
• Language: English
• Published: Upper Saddle River, NJ Pearson 2013
• Edition: 4e
• Subjects: Brand Name Products > Management
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xxviii, 562 pages colour illustrations 29 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9780132664257; 0132664259

This book deals with brands - why they are important, what they represent to consumers, and what firms should do to manage them properly. As many business executives correctly recognize, perhaps one of the most valuable assets a firm has are the brands it has invested in and devleloped over time. Although competitors can often duplicate manufacturing processes and factory designs, it's not so easy reproduce strongly held beliefs and attitudes established in the minds of consumers. The difficulty and expense of introducing new products, however, puts more pressure than ever on firms to skillfully launch their new products as well as manage their existing brand,