Strategic Brand Management: Building, Measuring, and Managing Brand Equity

Strategic Brand Management: Building, Measuring, and Managing Brand Equity

<P style="MARGIN: 0px"> <B> </B> Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions€“and thus improving the long-term <I>profitability</I> of specific brand strategies. </P> <P style="MARGIN: 0px"> <B> </B> Finely focused on €œhow-to€ and €œwhy€ throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 <I>Branding Briefs</I> that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. </P> <P style="MARGIN: 0px"> <B> </B> For industry professionals from brand managers to chief marketing officers</P>