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Strategic brand management : building, measuring, and managing brand equity 2nd ed

Strategic brand management : building, measuring, and managing brand equity 2nd ed (Loan 125 times)

Material type
단행본
Personal Author
Keller, Kevin Lane, 1956-
Title Statement
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.
판사항
2nd ed.
Publication, Distribution, etc
Upper Saddle River, N.J. :   Prentice Hall,   c2003.  
Physical Medium
xxvii, 788 p. : ill. ; 25 cm.
ISBN
0130411507 0131006703 (Best practice cases in branding) 0131764195 (set)
General Note
Accompanied by: Best practice cases in branding : lessons from the world's strongest brands [for] Strategic brand management, second edition. 1 book (218 p., ill., 24 cm.).  
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Brand name products -- Management.
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020 ▼a 0131764195 (set)
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245 1 0 ▼a Strategic brand management : ▼b building, measuring, and managing brand equity / ▼c Kevin Lane Keller.
250 ▼a 2nd ed.
260 ▼a Upper Saddle River, N.J. : ▼b Prentice Hall, ▼c c2003.
300 ▼a xxvii, 788 p. : ▼b ill. ; ▼c 25 cm.
500 ▼a Accompanied by: Best practice cases in branding : lessons from the world's strongest brands [for] Strategic brand management, second edition. 1 book (218 p., ill., 24 cm.).
504 ▼a Includes bibliographical references and index.
650 0 ▼a Brand name products ▼x Management.
740 0 2 ▼a Best practice cases in branding.

Holdings Information

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Contents information

Author Introduction

케빈 레인 켈러(지은이)

미국 다트머스대학교 터크경영대학원의 교수이며 코넬대학교, 카네기멜론대학교, 듀크대학교에서 학위를 받았다. 그는 다트머스대학교 MBA 과정에서 마케팅 관리, 전략적 브랜드 관리를 강의하고 최고 경영자 과정에서는 이러한 주제로 강연을 하고 있다. Keller 교수는 스탠퍼드대학교, 버클리 소재 캘리포니아대학교, 채플힐 소재 노스캐롤라이나 대학교의 교수로 재직하였으며 듀크대학교의 객원교수로도 재직하였다. 또한 뱅크 오브 아메리카에서 2년 동안 마케팅 컨설턴트로도 재직하였다. 그의 연구 관심 분야는 소비자 행동에 관련된 콘셉트와 이론에 대한 이해가 어떻게 마케팅과 브랜딩 전략을 향상시킬 수 있는지다. 그의 연구는 주요 마케팅 저널-Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research-에 발표되었으며 이 저널들의 편집위원도 담당해오고 있다. Keller 교수는 다양한 산업군에서 다양한 마케팅 프로젝트를 수행해오고 있으며 세계에서 가장 성공한 브랜드의 마케터(액센츄어, 아메리칸 익스프레스, 디즈니, 포드, 인텔, 리바이 스트라우스, P&G, 삼성)로서 컨설팅과 자문을 하였다. 부가적인 컨설팅 활동을 해온 회사로는 올스테이트, 니베아, 블루크로스 블루실드, 캠벨, 콜게이트, 엘리 릴리, 엑슨모빌, 제너럴 밀스, GfK, 굿이어, 허스브로, 인튜이트, 존슨앤드존슨, 코닥, L.L.빈, 메이요 클리닉, MTV, 노드스트롬, 오션 스프레이, 레드햇, SAB 밀러, 쉘 오일, 스타벅스, 유니레버, 영&루비컴이다. 이 외에도 학계와 업계에서 다양한 활동을 하고 있다.

Information Provided By: : Aladin

Table of Contents


[Volume. 1]----------
CONTENTS
Prologue : Branding Is Not Rocket Science = xiii
Preface = xv
Acknowledgments = xxiii
About the Author = xxv
PART Ⅰ : OPENING PERSPECTIVES
 CHAPTER 1 Brands and Brand Management = 1
  Preview = 2
  What Is a Brand? = 3
   Brands Versus Products = 3
  Why Do Brands Matter? = 8
   Consumers = 9
   Firms = 11
  Can Anything Be Branded? = 13
   Physical Goods = 15
   Services = 16
   Retailers and Distributors = 19
   Online Products and Services = 20
   People and Organizations = 22
   Sports, Arts, and Entertainment = 27
   Geographic Locations = 30
   Ideas and Causes = 33
  What Are the Strongest Brands? = 33
  Branding Challenges and Opportunities = 38
   Savvy Customers = 39
   Brand Proliferation = 40
   Media Fragmentation = 40
   Increased Competiotn = 40
   Increased Costs = 41
   Greater Accountability = 41
  The Brand Equity Concept = 41
  Strategic Brand Management Process = 41
   Identifying and Establishing Brand Positioning and Values = 44
   Planning and Implementing Brand Marketing Programs = 45
   Measuring and Interpreting Brand Performane = 47
   Growing and Sustaining Brand Equity = 48
  Review = 50
  Discussion Questions = 51
  Brand Focus 1.0 Historical Origins of Branding = 52
PART Ⅱ : IDENTIFYING AND ESTABLISHING BRAND POSITIONING AND VALUES
 CHAPTER 2 Customer-Based Brand Equity = 58
  Preview = 59
  Customer-Based Brand Equity = 59
   Brand Equity as a Bridge = 61
  Making a Brand Strong : Brand Konwledge = 64
  Sources of Brand Equity = 67
   Brand Awareness = 67
   Brand Image = 70
  Building a Strong Brand : The Four Steps of Brand Building = 75
   Brand Building Blocks = 75
   Brand Salience = 76
   Brand Performance = 81
   Brand Imagery = 83
   Brand Judgments = 88
   Brand Feelings = 90
   Brand Resonance = 92
  Brand-Building Implications = 96
   Customers Own Brands = 96
   Don't Take Shortcuts with Brands = 96
   Brands Should Have a Duality = 99
   Brands Should Have Richness = 100
   Brand Resonance Provides Important Focus = 100
  Review = 101
  Discussion Questions = 103
  Brand Focus 2.0 The Marketing Advantages of Strong Brands = 104
 CHAPTER 3 Brand Positioning and Values = 118
  Preview = 118
  Identifying and Establishing Brand Positioning = 119
   Basic Concepts = 119
   Target Market = 120
   Nature of Competition = 128
   Points of Parity and Points of difference = 131
  Positioning Guidelines = 136
   Defining and Communication the Competitive Frame of Reference = 136
   Choosing Points of Parity and Points of Difference = 142
   Establishing Points of Parity and Points of Difference = 144
   Updating Positioning over Time = 146
  Defining and Establishing Brand Values = 150
   Core Brand Values = 151
   Brand Mantras = 151
  Internal Branding = 156
  Review = 159
  Discussion Questions = 161
  Brand Focus 3.0 Brand Audit Guidelines = 162
PART Ⅲ : PLANNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
 CHAPTER 4 Choosing Brand Elements to Build Brand Equity = 174
  Preview = 175
  Criteria for Choosing Brand Elements = 175
   Memorability = 175
   Meaningfulness = 176
   Likability = 177
   Transferability = 177
   Adaptability = 180
   Protectability = 180
  Options and Tactics for Brand Elements = 181
   Brand Names = 182
   URLs = 191
   Logos and Symbols = 193
   Characters = 197
   Slogans = 204
   Jingles = 210
   Packaging = 210
  Putting It All Together = 218
  Review = 219
  Discussion Questions = 219
  Brand Focus 4.0 Legal Branding Considerations = 221
 CHAPTER 5 Disigning Marketing Programs to Build Brand Equity = 228
  Preview = 229
  New Perspectives on Marketing = 229
   Personalizing Marketing = 229
   Reconciling the New Marketing Approaches = 237
  Product Strategy = 237
   Perceived Quality and Value = 238
   Relationship Marketing = 243
   Summary = 247
  Pricing Strategy = 248
   Consumer Price Perceptions = 248
   Setting Prices to Build Brand Equity = 249
   Summary = 259
  Channel Strategy = 259
   Channel Design = 259
   Indirect Channels = 260
   Direct Channels = 264
   Web Strategies = 269
   Summary = 270
  Review = 271
  Discussion Questions = 271
  Brand Focus 5.0 Private Label Strategies and Responses = 273
 CHAPTER 6 Integrating Marketing Communications to Build Brand Equity = 282
  Preview = 283
  Information Processing Model of Communications = 285
  Overview of Marketing Communication Options = 286
   Advertising = 286
   Promotion = 309
   Event Marketing and Sponsorship = 315
   Public Relations and Publicity = 321
   Personal Selling = 322
  Developing Integrated Marketing Communication Programs = 325
   Mixing Communication Options = 325
   Matching Communication Options = 329
   Using IMC Choice Creiteria = 333
  Review = 335
  Discussion Questions = 336
  Brand Focus 6.0 Weathering a Brand Crisis : The Tylenol Experience = 337
  Brand Focus 6.1 Coordinating Media to Build Brand Equity = 342
 CHAPTER 7 Leveraging Secondary Brand Knowledge to Build Brand Equity = 349
  Preview = 349
  Conceptualizing the Leveraging Process = 351
   Creation of New Brand Associations = 351
   Effects on Exisiting Brand Kowledge = 351
   Guidelines = 352
  Company = 353
  Country of Origin and Other Geographic Areas = 355
  Channels of distribution = 358
  Co-branding = 360
   Guidelines = 362
   Ingredient Branding = 366
  Licensing = 371
   Guidelines = 371
  Celebrity endorsement = 375
   Potential Problems = 376
   Guidelines = 379
  Sporting, Cultural, or Other Events = 381
  Third-Party Sources = 382
  Review = 383
  Discussion Questions = 383
  Brand Focus 7.0 Going for Corporate Gold at the Olympics = 384
PART Ⅳ : MEASURING AND INTERRETING BRAND PERFORMANCE
 CHAPTER 8 Developing a Brand Equity Measurement and Management System = 388
  Preview = 389
  The Brand Value Chain = 390
   Value Stages = 390
   Illustrations = 395
   Implications = 397
  Designing Brand Tracking Studies = 399
   What to Track = 399
   How to Conduct Tracking Studies = 406
   How to Interpret Tracking Studies = 407
  Establishing a Brand Equity management System = 408
   Brand Equity Charter = 409
   Brand Equity Report = 410
   Brand Equity Responsibilities = 411
  Review = 421
  Discussion Questions = 423
  Brand Focus 8.0 Understanding and Managing the Mayo Clinic Brand = 425
 CHAPTER 9 Measuring Sources of Brand Equity : Capturing Customer Mindset = 429
  Preview = 430
  Qualitative Research Techniques = 432
   Free Association = 433
   Projective Techniques = 440
   Brand Personality and Values = 444
   Experiential Methods = 447
   Summary = 453
  Quantitative Research Techniques = 453
   Awareness = 453
   Image = 458
   Brand Responses = 462
   Brand Relationships = 462
  Review = 466
  Discussion Questions = 467
  Brand Focus 9.0 Harvard Research into Consumers and Brands = 468
 CHAPTER 10 Measuring Outcomes of Brand Equity : Capturing Market Performance = 477
  Preview = 477
  Comparative Methods = 482
   Brand-Based Comparative Approaches = 482
   Marketing-Based Comparatived Approaches = 484
   Conjoint Analysis = 486
   Residual Approaches = 490
  Review = 504
  Discussion Questions = 508
  Brand Focus 10.0 Young & Rubicam's BrandAsset Valuator = 509
PART Ⅴ : GROWING AND SUSTAINING BRAND EQUITY
 CHPATER 11 Designing and Implementing Branding Strategies = 520
  Preview = 521
  The Brand-Product Matrix = 521
   Breadth of a Branding Strategy = 524
   Depth of a Branding Strategy = 526
  Brand Hierarchy = 534
   Building Equity at Different Hierarchy Levels = 538
   Corporate Image Dimensions = 544
  Disining a Branding Stragegy = 551
   Number of Levels of the Brand Hierarchy = 554
   Desired Awareness and Image at Each Hierarchy Level = 555
   Combining Brand Elements from Different Levels = 558
   Linking Brand Elements to Multiple Products = 558
   Adjustments to the Marketing Program = 560
  Review = 563
  Discussion Questions = 565
  Brand Focus 11.0 Using Cause Marketing to Build Brand Equity = 566
 CHAPTER 12 Introducing and Naming New Products and Brand Extersions = 575
  Preview = 576
  New Products and Brand Extensions = 576
  Advantages of Extensions = 581
   Facilitate New Product Acceptance = 581
   Provide Feedback Benefits to the Parent Brand = 586
   Can Confuse or Frustrate Consumers = 590
  Disadvantages of Brand Extensions = 590
   Can Encounter Retailer Resistance = 591
   Can Fail and Hurt Parent Brand Image = 591
   Can Succeed but Cannibalize Sales of Parent Brand = 594
   Can Succeed but Diminish Idenitification with Any One Category = 594
   Can Succeed but Hurt the Image of the Parent Brand = 595
   Can Dilute Brand Meaning = 595
   Can Cause the Company to Forgo the Chance to Develop a New Brand = 598
  Understanding How Consumers Evaluate Brand Extensions = 598
   Managerial Assumptions = 598
   Brand Extensions and Brand Equity = 600
  Evaluation Brand Extension Opportunities = 601
   Define Actual and Desired Consumer Kowledge about the Brand = 601
   Identify Possible Extension Candidates = 602
   Evaluate the Potential of the Extension Candidate = 603
   Design Marketing Programs to Launch Extension = 606
   Evaluate Extension Success and Effects on Parent Brand Equity = 608
  Extension Guidelines Based on Academic Research = 608
  Review = 623
  Discussion Quesions = 624
  Brand Focus 12.0 Guidelines fore Profitable Line Extensions = 625
 CHAPTER 13 Managing Brands over Time = 632
  Preview = 632
  Reinforcing Brands = 634
   Maintaining Brand Consistency = 634
   Protecting Sources of Brand Equity = 637
   Fortifying versus Leveraging = 638
   Fine-Tuning the Supporting Marketing Program = 639
   Summary = 651
  Revitalizing Brands = 651
   Expanding Brand Awareness = 654
   Improving Brand Image = 659
   Entering New Markets = 662
  Adjustments to the Brand Portfolio = 663
   Migration Strategies = 663
   Acquiring New Customers = 664
   Retiring Brands = 668
  Review = 671
  Discussion Questions = 675
  Brand Focus 13.0 Corporate Rebranding and Name Changes = 676
 CHPTER 14 Managing Brands over Geographic Boundaries and Market Segments = 680
  Preview = 681
  Rationale for Going International = 681
  Advantages of Global Marketing Programs = 683
   Exonomies of Scale in Production and Distrubution = 683
   Lower Marketing Costs = 684
   Power and Scope = 684
   Consistency in Brand Image = 684
   Ability to Leverage Good Ideas Quickly and Effciently = 685
   Uniformity of Marketing Practices = 685
  Disadvantages of Global Marketing Programs = 685
   Differences in Consumer Needs, Wants, and Usage Patterns for Products = 686
   Differences in Consumer Response to Marketing Mix Elements = 686
   Differences in Brand and Product Development and the Competitive Environment = 687
   Differences in the Legal Environment = 687
   Differences in Marketing Institutions = 687
   Differences in Administrative Procedures = 689
  Standardization versus Customization = 689
   Standardization and Customization = 690
  Global Brand Strategy = 694
   Global Customer-Based Brand Equity = 694
   Global Brand Positioning = 696
  Building Global Customer-Based Brand Equity = 697
   1. Understand Similarities and Differences in the Global Branding Landscape = 697
   2. Don't Take Shortcurts in Brand Building = 699
   3. Establish Marketing Infrastructure = 701
   4. Embrace Integrated Marketin Communications = 702
   5. Cultivate Brand Partnerships = 705
   6. Balance Standardization and Customization = 707
   7. Balance Global and Local Control = 713
   8. Establish Operable Guidelines = 715
   9. Implement a Global Brand Equity Measurement System = 717
   10. Leverage Brand Elements = 717
  Review = 719
  Discussion Questions = 721
  Brand Focus 14.0 Building Brand Equity across Other Market Segments = 722
PART Ⅵ : CLOSING PERSPECTIVES
 CHAPTER 15 Closing Observations = 729
  Preview = 729
  Stragegic Brand Management Guidelines = 730
   Summary of Customer-Based Brand Equity Framework = 730
   Tactical Giudelines = 732
  What Makes a Strong Brand? = 735
  Special Applications = 737
   Industrial and Business-to-Business Products = 737
   High-Tech Products = 741
   Services = 744
   Retailers = 748
   Small Businesses = 751
   Online = 755
  Future Brand Priorities = 757
   Building Brand Equity = 758
   Measuring Brand Equity = 759
   Managing Brand Equity = 759
   Achieving Marketing Balance = 760
  Review = 764
  Discussion Questions = 765
  Brand Focus 15.0 The Brnad Report Card = 766
Epilogue = 768
Credits = 769
Index = 771
[Volume. 2]----------
CONTENTS
Preface
Biography
Case 1 - Levi Strauss & Co. : Creating a Sub-Brand = 1
Case 2 - Intel Corporation : Branding an Ingredient = 16
Case 3 - The California Milk Processor Board : Branding a Commodity = 36
Case 4 - Red Bull : Building Brand Equity in New Ways = 53
Case 5 - MTV : Building Brand Resonance = 73
Case 6 - Nike : Building a Global Brand = 92
Case 7 - DuPont : Managing a Corporate Brad = 111
Case 8 - Nivea : Managing a Brand Portfolio = 126
Case 9 - Starbucks Corporation : Managing a High Growth Brand = 149
Case 10 - Yahoo! : Managing an Internet Brand = 165
Case 11 - Snapple : Revitalizing a Brand = 181
Case 12 - Accenture : Rebranding and Repositioning a Global Power Brand = 194


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