Keller, Kevin Lane <br/><br/>
Strategic brand management: building, measuring, and managing brand equity 

 - 3rd 
 - New Delhi  Pearson India Education Services Pvt. Ltd.  2016 
 - xxiii, 695 p. 
<br/><br/>Table of Content<br/> <br/>Marketing in a recession <br/><br/> Brand communities<br/><br/> Luxury branding <br/><br/> Brand characters<br/><br/> Brand personas <br/><br/> Brand makeovers<br/><br/> Shopper marketing <br/><br/> Person branding<br/><br/> Social currency <br/><br/> Brand potential<br/><br/> Brand extension scorecard <br/><br/> Culture and branding<br/><br/> Brand flashbacks <br/><br/> Future brand priorities 
<br/><br/> The fourth edition of Strategic Brand Management offers a comprehensive view of the changing technological, cultural, global, and economic environment that brands face. The book is well-grounded in practice and can be easily related to past and current marketing activities, events, and case studies.<br/>&bull Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts.<br/>&bull Each chapter contains a Brand Focus appendix that delves into detail on specific and related branding topics, such as brand audits, legal issues, brand crises, and private labels.<br/>&bull Numerous in-text examples, highlighting brands such as  Dettol, Colgate, and Jet Airways, have been introduced to illuminate the discussion of virtually every topic, and a series of Branding Brief boxes provide more in-depth examinations of ed topics or brands. 
<br/><br/><label>ISBN: </label>9788131756898 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Management<br/>Product management<br/>Brand name products
<br/><br/><label>Dewey Class. No.: </label>658.827  / KEL