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

Renting vs. Buying This Textbook

Renting is usually cheapest if you only need the book for one term: you return it with a free prepaid label when the term ends. Buying used can beat renting when the sell-back price is high, so compare the sell-back price with the rental price before you decide. An eTextbook arrives instantly but usually expires. Rentals and used copies rarely include working access codes.

Always match the ISBN on your syllabus (9780130411501) before you order; different editions have different ISBNs.

About This Book

Incorporating 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 improving the long-term profitability of specific brand strategies. Finely focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.