STRATEGIC BRAND--Strategic Brand Management (Second Edition)

Author: Kevin Lane Keller
Publisher:
Publish Date: 2004-12-01
Features: With the intensification of competition, companies increasingly imitate and learn from each other's successful practices (such as unique product design, innovative marketing techniques), leading to a growing trend of market homogenization. Brands have become a crucial symbol for guiding customers to identify a company and differentiate its products from competitors. They are more important and lasting intangible assets than products themselves and represent a company's core competitiveness. 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 show to consumers, and how companies should manage their brands. Compared to similar works, this book has the following characteristics:
It has 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, including all significant discoveries and practices 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 professors in business schools, MBA and senior undergraduate students, middle and senior management personnel and analysts in various business enterprises involved in brand decision-making, institutional managers implementing brand product franchising or service portfolios, frontline marketing professionals seeking to apply new ideas to marketing strategies and tactics, and relevant professionals and general readers interested in brand management. 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 the strategic management of brands, including why brands are important, what brands show to consumers, and how companies should manage their brands.