Strategic Brand Management, Fourth Edition
By: Kevin Keller
About This Book
Create profitable brand strategies by building, measuring, and managing brand equity Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world.
AI Overview
"Strategic Brand Management, Fourth Edition" by Kevin Lane Keller is a seminal textbook that provides a comprehensive guide to the art and science of branding. Here is a detailed overview of the book:
Key Themes
Consumer-Based Brand Equity (CBBE): The book places significant emphasis on understanding and influencing consumer perceptions and behaviors to build strong brands. Keller's focus on CBBE highlights the importance of measuring and managing brand equity from the consumer's perspective.
Holistic Approach: The book takes a holistic approach to brand management, addressing both tactical and strategic aspects. It covers the design of marketing programs, brand positioning, integrated marketing communications, and the development of a brand equity measurement system.
Brand Strategy Development: The text is divided into six parts, each covering a crucial aspect of brand management:
- Opening Perspectives on Branding: Introduces the reader to the fundamentals of branding.
- Developing a Brand Strategy: Guides readers on how to develop a comprehensive brand strategy.
- Designing and Implementing Brand Marketing Programs: Focuses on the practical implementation of branding strategies.
- Measuring and Interpreting Brand Performance: Provides methods for assessing brand performance and equity.
- Growing and Sustaining Brand Equity: Offers strategies for maintaining and growing brand equity over time.
- Closing Perspectives: Summarizes key themes and provides managerial guidelines for different types of products and markets.
Brand Architecture and Extensions: The book discusses brand architecture strategies, including the use of brand portfolios and hierarchies. It also examines the pros and cons of brand extensions and provides guidelines for introducing new products and extensions.
Global Branding Strategies: The text addresses international issues and global branding strategies, considering differences in consumer behavior and market segments.
Customer-Based Brand Equity Framework: The final part of the book applies the customer-based brand equity framework to various product types, including online, industrial goods, high-tech products, services, retailers, and small businesses. It summarizes success factors for branding and provides managerial guidelines for specific strategic brand management issues.
Plot Summary
The book does not have a narrative plot but rather a structured approach to understanding and managing brands. It is organized into six parts, each covering a specific aspect of brand management. The chapters are designed to provide practical insights and theoretical frameworks that can be applied in real-world scenarios.
Critical Reception
"Strategic Brand Management" has been widely praised for its comprehensive and practical approach to branding. It is considered a must-read for both marketing professionals and business leaders responsible for the long-term success of their brands. The book's focus on consumer-based brand equity and its holistic approach to brand management make it a valuable resource for anyone interested in the art and science of branding.
The critical reception is positive, with the book being recognized as a seminal work in the field of branding. It continues to offer timeless guidance for building, managing, and sustaining strong brands in a dynamic and competitive marketplace.
Additional Resources
- Best Practice Cases: The book includes best practice cases that provide a comprehensive overview of the strategic brand management process and corresponding best practice guidelines.
- Table of Contents: The 4th edition of the book is divided into six parts, each covering a specific aspect of brand management. The table of contents provides a detailed outline of the chapters and topics covered.
- PDF Version: A PDF version of the book is available, which includes detailed chapters on topics such as customer-based brand equity, brand positioning, integrated marketing communications, and developing a brand equity measurement system.
Overall, "Strategic Brand Management, Fourth Edition" by Kevin Lane Keller is a highly regarded textbook that provides a comprehensive guide to the strategic management of brands. Its focus on consumer-based brand equity, holistic approach, and practical insights make it an essential resource for anyone involved in branding.