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The cover of Strategic Brand Management

Strategic Brand Management

Kevin Lane Keller, Vanitha Swaminathan

How can a strong brand simplify customer choices, reduce risk and become one of a firm's most valuable assets?

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At a glance

Author
Kevin Lane Keller, Vanitha Swaminathan

Why read it

  • You will be able to write a brand mantra, a phrase of a few words that captures what your brand stands for
  • You will learn to separate where your brand must match rivals, such as price and convenience, from where it must stand out, such as service
  • You will spot the mistake of rushing a brand, as many failed online brands did, instead of building from the bottom up

Who it is for

  • A marketing manager responsible for a brand's long term strength
  • A small business owner choosing a name and positioning
  • A marketing student preparing for a brand strategy role

Contents

  1. Chapter 1
  2. Preview
  3. What Is a Brand?
  4. Brand Elements
  5. Branding Brief 1-1
  6. Consumers
  7. Branding Brief 1-2
  8. Physical Goods
  9. The Science of Branding 1-1
  10. The Science of Branding 1-2
  11. Branding Brief 1-3
  12. Branding Brief 1-4
  13. The Science of Branding 1-3
  14. Unparalleled Access to Information and New Technologies
  15. Identifying and Developing Brand Plans
  16. Brand Focus 1.0
  17. Chapter 2
  18. Preview
  19. Defining Customer-Based Brand Equity
  20. Brand Awareness
  21. Basic Concepts
  22. Branding Brief 2-1
  23. Defining and Communicating the Competitive Frame of Reference
  24. Branding Brief 2-2
  25. Brand Mantras
  26. Branding Brief 2-3
  27. Branding Brief 2-4
  28. The Science of Branding 2-2
  29. The Science of Branding 2-1
  30. Brand Focus 2.0
  31. Preview
  32. Brand Salience
  33. The Science of Branding 3-1
  34. Branding Brief 3-1
  35. Branding Brief 3-2
  36. Value Stages
  37. Brand Focus 3.0
  38. Chapter 4
  39. Preview
  40. Memorability
  41. The Science of Branding 4-1
  42. Brand Names
  43. Branding Brief 4-1
  44. Branding Brief 4-2
  45. Branding Brief 4-3
  46. Brand Focus 4.0
  47. Preview
  48. Branding Brief 5-1
  49. Personalizing Marketing
  50. Perceived Quality
  51. The Science of Branding 5-1
  52. Consumer Price Perceptions and Setting Prices
  53. Channel Design
  54. The Science of Branding 5-2
  55. Branding Brief 5-2
  56. Brand Focus 5.0
  57. Preview
  58. Challenges in Designing Brand-Building Communications
  59. Advertising
  60. The Science of Branding 6-1

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