Strategic Brand Management: Building, Measuring, and Managing Brand Equity

For brand management courses.

Create profitable brand strategies by building, measuring and managing brand equity

Strategic Brand Management: Building, Measuring and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines and measures 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 globally.

New co-author and award-winning scholar, Vanitha Swaminathan, joins Kevin Lane Keller for the 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting opportunities and daunting challenges brands must face in connecting with today's consumers.