Strategic Brand Management, Second Edition
Author: Kevin Lane Keller
List Price: $124.00
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ISBN: 0130411507
Publisher: Prentice Hall (03 September, 2002)
Sales Rank: 64,951
Average Customer Rating: 4.6 out of 5
Customer Reviews
Rating: 5 out of 5
The best book on branding!
I think that Keller's Strategic Brand Management is the best book on branding available. Instead of simply listing success stories or compiling lists of do's and don'ts, this book offers a comprehensive framework for understanding why brands matter, how to measure their equity and how to build strong brands. What I especially liked about this book is that it is structured around a powerful framework called customer-based brand equity which basically says that brand equity lies in the mind of the consumer and that brands are powerful only to the extent that they serve some function for the consumer (like signalling product quality or simplifying choice). There are then great examples of how marketers can build brand awareness and favorable associations to create brand equity.
Overall, I highly recommend this book to anybody working in marketing or simply interested in brands.
Rating: 5 out of 5
Excellent. The bible of branding.
This book is the best compilation of strategic thinking regarding brand management. I have attented many lectures on the topic and this book says it all. This is very detailed, very intense but yet very exciting for any marketers involved with brand management.
Rating: 5 out of 5
The One Source
If you only buy one Branding book this is the bible. Wow, the price on the second edition has gone way up. Similar Products
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