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brand management, 2nd edtion

brand management

brands and the brain: how to use neuroscience to create impactful brands

strategic brand management | best book for management | 5th edition | by kevin lane keller

• Strategic Brand Management—Building, Measuring, & Managing Brand Equity, 5e, deals with the importance of brands, their meaning to consumers, & how they can be managed properly. This book aims to provide a comprehensive & up-to-date treatment of the subjects of brands, brand equity, & strategic brand management
• All new & updated, this edition provides a fresh look at branding paradigms & practices from digital perspective while retaining the relevance of traditional brand management. A new chapter—“Branding in the Digital Era”— talks of the provides a comprehensive overview of the major digital channels

strategic brand management, 5e