Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Strategic Brand Management presents a business-focused exploration of building, measuring, and managing brand equity. It offers a structured introduction to the strategic principles behind strong brands and is suited to students, marketers, managers, and readers seeking a practical foundation in brand management.
About This Book
Strategic Brand Management focuses on the central role of brands in business strategy.
It addresses the development of brand equity and the ways that equity can be measured.
The book also examines managing brands over time as part of an organized strategic process.
Its subject matter is suited to readers seeking a business-oriented foundation in branding and marketing management.
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