Strategic Brand Management: A European Perspective

by Dr Kevin Lane Keller (Author), Dr Tony Aperia (Author), Mats Georgson (Author)

• New

  Paperback
  2008

  $52.36

  Strategic Brand Management

  explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.