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

Abstract

This book deals with brands—why they are important, what they represent to consumers, and what firms should do to manage them properly. As many business executives correctly recognize,perhaps one of the most valuable assets a firm has are the brands it has invested in anddeveloped over time.In a practical sense, brand equity is the added value a product accrues as a result of past investments in the marketing activity for the brand. It’s the bridge between what happened to the brand in the past and what should happen to it in the future.The chief purpose of this book is to provide a comprehensive and up-to-date treatment of thesubjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity. One of the book’s important goals is to provide managers with concepts and techniques to improve the longtermprofitability of their brand strategies