Strategic Brand Management: Building, Measuring, and Managing Brand Equity

This book deals with brands and why they are important, what they represent to consumers, and what should be done by firms to manage them properly. The chief purpose of this book is to provide a comprehensive and up-to-date treatment of the subject of brands, brand equity, and strategic brand management.

Hailed as one of the world’s most astute observers of brand dynamics, Kevin Keller has written a book that will benefit a wide range of people from students to marketers and analysts to senior executives.