This book deals with brands—why they are important, what they represent to consumers, and what firms should do to manage them properly. As many business executives correctly recognize, perhaps one of the most valuable assets a firm has are the brands it has invested in and developed over time. Although competitors can often duplicate manufacturing processes and factory designs, it’s not so easy to reproduce strongly held beliefs and attitudes established in the minds of consumers. The difficulty and expense of introducing new products, however, puts more pressure than ever on firms to skillfully launch their new products as well as manage their existing brands.
Strategic Brand Management: Keller provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
Printed Book ISBN - 9781292016795
eBook ISBN - 9789332558779
Edition - 15 Edition
- 20 Revision slides with detailed modules
- 16 Simulations
- 9 video cases
- Pre-built questions
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