Strategic Brand Management

explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.

"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, Apéria 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 Keller?s book is most welcome. Co-authors Apéria 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 Apéria is a Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria 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 international brands, including the role of the global brand director of Sony Ericsson. He is also Guest Professor in marketing communications at Stockholm University.

2001-02-05 A down to earth book about brand strategy

Even though stragegic brand management covers a wide area, this book gives you very practical tips of how you should act to build your own brand.