Strategic Brand Management: A European Perspective
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Tags:
Business & Investing / Marketing & Sales / Advertising / Marketing /
- Author: Kevin Lane Keller
- Edition: Hardcover
- Release: 0000-00-00
- Format: Hardcover (856 pages)
- ISBN 10: 0273706322
- ISBN 13: 9780273706328
Book Description: Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.
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