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Strategic brand management - Kevin Lane Keller
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Title
Strategic brand management - a European perspective
Strategic brand management - a European perspective
Author
Kevin Lane Keller
Kevin Lane Keller
format
Paperback / softback
Paperback / softback
Publisher
Pearson Education
Pearson Education
Language
English
English
UK Publication Date
20080508
20080508
Description
Strategic Brand Management
explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.
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