Strategic Brand Management: Creating, Evaluating, and Managing Brand Equity · 2nd Edition

Author: Keller
Publisher:
Publish Date: 2004-12-01
Features: With the intensification of competition, enterprises increasingly imitate and learn from each other's successful practices (such as unique product design and innovative marketing techniques), leading to a growing trend of market homogenization. Brands have become a crucial symbol for enterprises to guide customers in identifying them and distinguishing their products from competitors. They are intangible assets more important and enduring than products themselves, representing the core competitiveness of a business. This book is a classic textbook in the field of brand management, widely praised by many business schools and industries in the United States and around the world since its publication. It systematically summarizes and elaborates on various issues related to brand strategic management, including why brands are important, what brands reveal to consumers, and how enterprises should manage their brands. Compared to similar works, this book has the following characteristics:
It offers a systematic theoretical framework, praised by Professor Philip Kotler of Northwestern University as "providing a new and complete perspective on the art and science of brand building";
It covers a broad scope, encompassing all significant discoveries and important content in Western brand management theory and practice;
It is practical, with a solid foundation in real-world applications, making it easy for readers to observe past and current marketing activities, practices, and case studies;
It is widely applicable to readers at all levels, including: marketing instructors in business management schools, MBA and senior undergraduate students, mid-to-high-level managers and analysts in various business enterprises involved in brand decision-making, institutional managers implementing brand product franchising or service portfolios, frontline marketing personnel seeking to apply new ideas to marketing strategies and tactics, and relevant professionals and general readers interested in brand management.