Strategic Brand Management: Building, Measuring, and Managing Brand Equity
by Kevin Keller, Vanitha Swaminathan
Strategic Brand Management offers a focused look at the principles of building, measuring, and managing brand equity. Designed for readers interested in marketing and business strategy, it provides a foundation for understanding how brands are developed, evaluated, and sustained through purposeful management.
About This Book
Strategic Brand Management focuses on the development and stewardship of brand equity.
The book addresses how brands can be built through deliberate strategic decisions.
It also examines approaches to measuring brand equity and evaluating brand performance.
Managing brand equity is presented as an ongoing business responsibility requiring thoughtful planning and consistent action.
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