Strategic brand management

Author: Kevin Lane Keller
Publisher:
Publish Date: 2006-09-01
Features: This book systematically summarizes and elaborates on various issues related to brand strategy management, including six parts: Open Vision, Identifying and Establishing Brand Positioning and Value, Planning and Executing Brand Marketing Activities, Evaluating and Interpreting Brand Performance, Enhancing and Maintaining Brand Equity, and The Final Outlook.