Strategic Brand Management Upplaga 2

Keller, Strategic Brand Management 2e

 'Over the last 25 years ,   hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard.  This work is, quite simply, the best in its field.'

John Murphy, founder of Interbrand (www.interbrand.com)

 

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.

New to this edition

New Brand Briefing case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin New online resources including more multiple choice questions to help you  assess your progress More coverage of channel management and B2B research on brands Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.

About the authors

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

Tony Apria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand...