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Kevin Lane Keller, Vanitha Swaminathan
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โก Free 3min Summary
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition - Summary
This comprehensive guide provides a modern framework for understanding and implementing effective brand management strategies in today's digital age. The book offers a consumer-centric approach to building and maintaining brand equity, combining academic rigor with practical industry insights. It explores how companies can create, measure, and optimize brand value while adapting to the evolving digital landscape and changing consumer behaviors.
Key Ideas
Consumer-Based Brand Equity Framework
A detailed exploration of how brand value is created through consumer perceptions and experiences. The framework demonstrates how consumer knowledge, attitudes, and behaviors collectively contribute to brand equity, emphasizing the importance of understanding psychological and emotional connections consumers form with brands.
Digital Brand Evolution
An in-depth analysis of how digital transformation has revolutionized brand management. The theme covers emerging digital channels, social media dynamics, and technological innovations that shape modern brand-building strategies, highlighting the importance of maintaining brand consistency across multiple digital touchpoints.
Strategic Brand Measurement
A systematic approach to quantifying and tracking brand performance through various metrics and methodologies. This theme explores both traditional and innovative measurement techniques, helping managers make data-driven decisions about brand investments and strategic adjustments.
FAQ's
This book uniquely combines academic research with real-world applications, featuring updated case studies and examples from global brands. It particularly emphasizes digital branding and contemporary challenges, making it more relevant for today's marketing landscape.
The book is valuable for marketing professionals, brand managers, business students, and entrepreneurs who want to understand modern brand building. It provides both theoretical foundations and practical tools for implementing effective brand strategies.
The book dedicates significant attention to digital branding challenges and opportunities, including social media strategy, digital consumer engagement, and online brand presence. It provides frameworks for integrating digital elements into overall brand strategy while maintaining brand consistency.
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