Downloadable Solution Manual for Strategic Brand Management, 3/E, Kevin Lane Keller, ISBN-10: 0131888595, ISBN-13: 9780131888593
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Table of Contents
I: Opening Perspectives
Brands & Brand Management
II: Identifying and Establishing Brand Positioning and Values
Customer-Based Brand Equity
III: Planning and Implementing Brand Marketing Programs
Choosing Brand Elements to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Integrating Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity
IV: Measuring and Interpreting Brand Performance.
Developing a Brand Equity Measurement and Management System
Measuring Sources of Brand Equity: Capturing Customer Mindset
Measuring Outcomes of Brand Equity: Capturing Market Performance
V: Growing and Sustaining Brand Equity.
Designing and Implementing Branding Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands over Time
Managing Brands over Geographic Boundaries and Market Segments
VI: Closing Perspectives