Strategic brand management : a European perspective Upplaga 1

"This book transfigures Kevin Lane Keller's seminal work on brands from a US to a global perspective. It retains all the strengths and adds new ones, such as reputation and non-US case studies. Keller, Apria and Georgson should be congratulated in making this the definitive global brands book." Tim Ambler, Senior Fellow London Business School This book logically progresses through a well conceived framework about brand management. It is a delight to see some neatly integrated European examples. The book is a treat for the reader's brain and eyes - intellectually stimulating and well presented. A well researched text full of applications. A must read. Professor Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School The European version of Kellers book is most welcome. Co-authors Apria and Georgson have done an excellent job in balancing European and US cases to the benefit of international readers. The marketing framework remains American, but new models on branding have been introduced. I especially like the emphasis on branding as an issue for the whole organisation, and the importance of consistency between brand promise and actual delivery. Professor Evert Gummesson, Stockholm University School of Business, Sweden This book is about brands - why they are important, what they represent to consumers, and what firms should do to manage them properly. In an increasingly complex world, individuals and businesses are faced with more and more choices, but have less and less time to make those choices. Strong brands are invaluable in simplifying consumer decision-making, reducing risk, and defining customer expectations. Creating strong brands, and maintaining and enhancing the strength of those brands over time, is therefore a business imperative. Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions. About the Authors Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Dr Tony Apria is a Visiting Professor at Jnkping International Business School in Sweden. Dr Apria has a background in industry and he has more than 20 years' experience from the marketing and branding field. Mats Georgson is leading the brand consultancy firm Georgson out of Stockholm, Sweden. He has worked with dozens of major interna...