Description
Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller is a comprehensive guide to understanding the power of branding and how to effectively manage it. The book covers the entire brand management process, from developing a brand identity to measuring and managing brand equity.
Keller explores the importance of creating a strong brand identity and how it can impact a company's success. He also delves into the various components of brand equity, including brand awareness, brand loyalty, and perceived quality. The book provides practical strategies for building and managing brand equity, including how to create brand extensions and how to leverage brand associations.
One of the standout features of this book is its emphasis on measuring brand equity. Keller provides a detailed framework for measuring brand equity and offers practical tools and techniques for tracking and analyzing brand performance.
Strategic Brand Management has received numerous positive reviews, with many praising its practical insights and comprehensive approach. Marketin...