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

Author: Kevin Lane Keller
Publisher:
Publish Date: 2004-12-24
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 distinguishing its products from competitors. They are intangible assets more important and lasting than products themselves, representing a company's core competitiveness. This book is a classic textbook in the field of brand management, widely praised by many American and global business schools and the corporate world since its publication. It systematically summarizes and elaborates on various issues in brand strategic management, including why brands are important, what brands reveal to consumers, and how companies should manage their brands. Compared to similar works, this book has the following features:
It offers a systematic theoretical framework, hailed by Professor Philip Kotler of Northwestern University as "providing a new, complete, and thoughtful perspective on the art and science of brand building";
It covers a broad scope, encompassing all major discoveries and important content in Western brand management theory and practice;
It is practical, with a solid foundation in real-world applications, enabling 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, 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 marketers seeking to apply new ideas to marketing strategies and tactics, and professionals and general readers interested in brand management.