Strategic brand management : building, measuring, and managing brand equity - Keller, Kevin Lane. (Jurong, Singapore : Pearson/ Prentice-Hall, 2009)
Part 1. Opening perspectives -- Part 2. Identifying and establishing brand positioning and values -- Part 3. Planning and implementing brand marketing programs -- Part 4. Measuring and interpreting brand performance -- Part 5. Growing and sustaining brand equity -- Part 6. Closing perspectives.
Includes index.
Keywords: BRAND NAME PRODUCTS -- MANAGEMENT