Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
by Kevin Lane Keller, Vanitha Swaminathan
Strategic Brand Management presents a structured approach to building, measuring, and managing brand equity. With a global perspective, the book examines strategic branding as a central part of marketing and business management, making it a useful resource for students and professionals seeking a comprehensive foundation in the field.
About This Book
Strategic Brand Management explores the principles and practices involved in building strong brands and creating lasting brand equity.
The book addresses how brand equity can be measured and managed as part of a broader marketing strategy.
Its global perspective places brand management in an international business context.
Designed for students and marketing professionals, it provides a structured foundation for understanding strategic branding decisions.
Reviews
No reviews yet. Be the first to review this book!