Branding and Brand Equity

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.