Branding and Brand Equity

reading book at table

This is the second book in the Marketing Science Institute’s (MSI) Relevant Knowledge Series. In the book, Kevin Lane Keller provides an overview of this well-researched field of top management concern. Topics he explores include the conceptualization and measurement of brand equity, brand building. brand extensions, and brand strategies and alliances. Keller’s book offers a practical orientation grounded in rigorous scholarship, and will be of value and interest to a broad range of readers.