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BOOK SUMMARY :

In strategic brand management building measuring and managing brand equity 4th edition keller looks at branding from the perspective of the consumer and provides a framework that helps students and managers identify define and measure brand equity using insight from both academics and industry practitioners the text draws on the identity developed for this product and services over a period of time through marketing strategies sturdy performance etc is referred to as brand a stage is reached where brand become synonymous with product eg coffee starbucks donut dunkin donuts online retail ebay etc this process is called strategic brand managementin strategic brand management building measuring and managing brand equity 4th edition keller looks at branding from the perspective of the consumer and provides a framework that helps students and managers identify define and measure brand equity using insight from both academics and industry practitioners the text draws on brand building is a very tough job and hence it requires a solid plan in advance this is where strategic brand management steps in the role of strategic brand management is to take the brand equity of the company to new heights through sequential steps which add value to the brand and ultimately position the brand strongly in the mind of the customersstrategic brand management was defined by jean noel kapferer in his book strategic brand management creating and sustaining brand equity long term published in 1997 as that branch of brand management that deals with the concept and practice of managing a brand in its totality

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