Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Strategic Brand Management presents a focused examination of how brand equity is built, measured, and managed. Kevin Lane Keller offers readers a structured foundation for understanding branding within a broader marketing and business context, making this book useful for students and professionals seeking practical strategic insight.
About This Book
Strategic Brand Management explores the principles of building, measuring, and managing brand equity.
The book presents branding as a strategic business activity and provides a structured framework for understanding brand management.
It is suited to readers studying marketing, developing branding knowledge, or seeking guidance on managing brands over time.
Written by Kevin Lane Keller, this title offers a focused introduction to strategic brand management.
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