Strategic Brand Management: Building, Measuring And Managing Brand Equity
Strategic Brand Management examines how organizations build, measure, and manage brand equity. Kevin Lane Keller presents branding as a strategic business discipline, offering readers a focused foundation for understanding brand value, evaluating its strength, and guiding its continued development and management.
About This Book
Strategic Brand Management focuses on the principles and practices involved in building strong brands.
The book addresses brand equity, including how it can be developed and evaluated as a business asset.
It also considers the ongoing management of brands and the strategic decisions that support their value.
Written by Kevin Lane Keller, this title is intended for readers seeking a structured perspective on brand management.
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