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Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

Strategic Brand Management

• Strategic Brand Management


• Contents


• Guided tour


• Preface


• About the authors


• Authors? acknowledgements


• Publisher?s acknowledgements


• Part I Opening perspectives


• Brands and brand management


• Preview


• What is a brand?


• Why do brands matter?


• Can anything be branded?


• What are the strongest brands?


• Branding challenges and opportunities


• The brand equity concept


• Strategic brand management process


• Chapter review


• Discussion questions


• References and notes


• Part II Identifying and establishing brand positioning and values


• Customer-based brand equity


• Preview


• Customer-based brand equity


• Making a brand strong: brand knowledge


• Sources of brand equity


• Four steps to building a brand


• Brand building blocks


• Creating customer value


• Chapter review