TY  - BOOK
AU  - Keller, Kevin Lane
AU  - Parameswaran, Ambi M. G.
AU  - Jacob, Isaac
TI  - Strategic brand management: building, measuring, and managing brand equity
SN  - 9788131756898
U1  - 658.827 
PY  - 2016///
CY  - New Delhi
PB  - Pearson India Education Services Pvt. Ltd.
KW  - Brand name products--Management
KW  - Product management
KW  - Brand name products
N1  - Table of Content
 
Marketing in a recession 

 Brand communities

 Luxury branding 

 Brand characters

 Brand personas 

 Brand makeovers

 Shopper marketing 

 Person branding

 Social currency 

 Brand potential

 Brand extension scorecard 

 Culture and branding

 Brand flashbacks 

 Future brand priorities
N2  - 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.
&bull Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts.
&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.
&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
ER  -