000			01958nam a22002537a 4500
999			_c18 _d18
005			20220425163657.0
008			190823b ||||| |||| 00| 0 eng d
020			_a9789332542204
082			_a658.827 _bKEL
100			_aKeller, Kevin Lane _914
245			_aStrategic brand management: building, measuring, and managing brand equity
250			_a4th
260			_bPearson India Education Services Pvt. Ltd. _aNew Delhi _c2018
300			_axvi, 586 p.
365			_aINR _b829.00
504			_aTable 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
520			_aThe 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.
650			_aBrand name products--Management _9333
650			_aProduct management _9334
650			_aBrand name products _9335
700			_aParameswaran, Ambi M. G. _9336
700			_aJacob, Isaac _9337
942			_2ddc _cBK