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BOOK SUMMARY :

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 the identity developed for this product and services over a period of time through marketing strategies sturdy performance etc is referred to as brand a stage is reached where brand become synonymous with product eg coffee starbucks donut dunkin donuts online retail ebay etc this process is called strategic brand managementstrategic brand management 4th edition chapters 2 and 3 have been reorganized and updated to show how the brand positioning brand resonance and brand value chain models are linked providing a comprehensive set of tools to help readers understand how brand equity can be created and trackedincorporating the latest industry thinking and developments this exploration of brands brand equity and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day to day and long term brand decisions and thus strategic brand management examine productbrand management decisions and investigate the strategies and tactics to build measure and manage brand equity not currently available this course is part of a micromasters

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