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, enterprises 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 enterprises to guide customer recognition and differentiate their products from competitors. They are intangible assets more important and enduring 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 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 stands out with the following features:
It offers a systematic theoretical framework, hailed 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 highly 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 instructors 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 marketing professionals seeking to apply new ideas to marketing strategies and tactics, and relevant professionals and a broad audience interested in brand management.