by Kevin Lane Keller · Pearson · tapa dura · ISBN 9780131201156
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«Strategic Brand Management» is Kevin Lane Keller's brand management manual, published by Pearson in hardback (784 pages, in English).
Study of brands and brand equity: what they are, how they are built, how they are measured, and how they should be managed. Kevin Lane Keller analyses real brand strategies, introduces a consumer-based equity model, and offers tactical guidelines for integrated communication, brand extensions, and long-term profitability.
First edition, published in 1997. The book's full subtitle is Building, Measuring, and Managing Brand Equity.
Aimed at marketing students and professionals working with brands who seek a theoretical and practical view of brand management.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is best known for his work on brand management and for authoring Strategic Brand Management, a widely used textbook in the field. The book examines both the theoretical foundations and practical applications of brand management, offering frameworks and guidelines for building, measuring, and managing brand equity.
