For students, managers and senior executives studying Brand Management.
A number of excellent books have been written about brands, but no book has really maximized those dimensions to the greatest possible extent, Strategic Brand Management sets the new standard.
Brands represent invaluable intangible assets, instructing “the brand” must pose considerable challenges? Are there important questions that you find don’t get answered in some books?
-The concept of brand equity is the main focus of this book—and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.
-Of course instructors have their own direction they would like to see the class go in, but laying the groundwork is imperative. In Strategic Brand Management we’ll provide insights into how to lay that groundwork and create profitable brand strategies by building, measuring, and managing brand equity.
Three Questions we ask!
1. How can we create brand equity?
2. How can we measure brand equity?
3. How can we sustain brand equity to expand business opportunities?
Three dimensions we accomplish!
1. First we develop a framework that provides a definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure and manage brand equity.
2. Besides these broad, fundamentally important branding topics, for completeness, numerous science of branding boxes provide in-depth treatment of cutting-edge ideas and concepts.
3. To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over 100 Branding Briefs provide more in-depth examinations of selected topics or brands.
Key points of differentiation
Depth: The material in the book had to be presented in the context of a conceptual framework that was comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature.
Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important.
Relevance: Finally, the book had to be well-grounded in practice and easily related to past and present marketing activities, events and case studies.
This text is available for personalization in the PHCBR custom database program. Select only the chapters you require or supplement with recommended case studies all under one cover. Visit our product page for additional information at pearsoncustom.com/business.