Strategic brand management [electronic resource] : building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan.

By:

Keller, Kevin Lane, 1956- [author.]

Contributor(s):

Swaminathan, Vanitha [author.]

Material type: Text

TextPublisher: Harlow : Pearson Education Limited, [2020]Edition: Fifth edition, Global editionDescription: 1 online resourceContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781292314990
9781292317298

Subject(s):

Brand name products -- Management

Additional physical formats: Print version:: Strategic brand management.DDC classification:

658.827 KEL 2020

LOC classification:

HD69.B7 K45 2020

Summary: This book looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	Symbiosis International University, Dubai	658.827 KEL 2020 (Browse shelf(Opens below))	1	Available		SIU00369
Book	Symbiosis International University, Dubai	658.827 KEL 2020 (Browse shelf(Opens below))	2	Available		SIU00571

Includes bibliographical references and index.

Online version restricted to NUS staff and students only through NUSNET.

This book looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.