Strategic Brand Management - (2nd Edition)

Author: Keller
Publisher:
Publish Date: 2006-09-01
Features: With the intensification of competition, different companies begin to imitate and learn from each other's successful practices (such as unique product design, innovative marketing techniques), leading to an increasingly evident trend of market homogenization. Brands have become a crucial symbol for companies to guide customers in identifying them and distinguishing their products from competitors. They are intangible assets more important and lasting than corporate products, and also the core competitiveness of the enterprise. This book is a classic textbook in the field of brand management. Since its publication, it has been highly praised by many business schools and the corporate world in the United States and around the world. The book 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: