Strategic brand management

Author: Kevin Lane Keller
Publisher:
Publish Date: 2003-05-01
Features: With the increasing intensification of competition among enterprises, the era of product homogenization has arrived. Brands have become the only effective tool for guiding customers to identify and distinguish products and services from different manufacturers and retailers, setting them apart from competitors. They are more important and long-lasting intangible assets and core competencies than the products themselves. Although the design and production processes of enterprise products are often imitated by competitors, it is usually difficult to imitate the brand image rooted in customers' minds and their high level of identification and loyalty to the company. This book is one of the classics in the field of brand management. Since its publication, it has been widely praised by marketing professors, students, and corporate marketing managers in business schools across the United States and around the world. Its main content explains why brands are important, what brands show to consumers, how companies should manage brands, and the newest, most comprehensive knowledge of brand assets and strategic brand management. An important goal of this book is to provide managers with various principles and techniques to improve the long-term profitability of brand strategies. The book offers many profound insights into how to create profitable brand strategies by establishing, evaluating, and managing brand assets. The book is divided into 5 parts and 15 chapters. Part I introduces the concepts of brands and strategic brand management, providing a clear theoretical analysis framework for the entire book. Parts II, III, and IV systematically elaborate on the "consumer-centric" brand asset management approach, explaining how to evaluate and manage brand assets. Part IV introduces how to apply the concept of strategic brand management in special situations to manage brand assets. The various perspectives and numerous case studies discussed in this book help readers gain a deep understanding of the theory of strategic brand management and the best practices of leading companies. This book is suitable for the following audiences: Marketing professors in business schools across the country, MBA students and senior undergraduates; middle and senior managers and analysts in various business enterprises involved in brand decision-making; institutional managers implementing brand product franchising or service portfolios; frontline marketing personnel who wish to apply new ideas to marketing strategies and tactics; and a broad readership interested in brand management.