Strategic Brand Management (2nd Edition)

Author: Kate
Publisher:
Publishing Time: Not Available
Features: With the intensification of competition, different 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 customers in identifying them and distinguishing their products from competitors. They represent more important and enduring intangible assets than corporate products and are the core competitiveness of enterprises. This book is a classic textbook in the field of brand management. Since its publication, it has been widely praised by many business schools and enterprises 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 enterprises should manage their brands. The book has the following features:
A systematic theoretical framework. The book has been praised by Professor Philip Kotler of Northwestern University as "providing a new and complete thinking on the art and science of brand building."
Broad scope. The book covers all major discoveries and important content in Western brand management theory and practice.
Strong guidance and practicality. The book includes over 100 brand examples (both successful and unsuccessful) and analyzes the reasons behind them. These analyses nearly cover every topic in brand management.
Suitable for readers at all levels, including faculty and students of business schools, personnel in business enterprises involved in brand management and decision-making, and a broad audience interested in brand management.