Strategic Brand Management

Strategic Brand Management

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Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.Renaming the Acura brand portfolio Honda grew from being a motorcycle manufacturer to one of the most recognized ... which had been renamed the RSX. ln 1997, Honda estimated that up to 21 percent of Acura owners were switching toanbsp;...

Title:Strategic Brand Management
Author:Kevin Lane Keller, Tony Apéria, Mats Georgson
Publisher:Pearson Education - 2008


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