Strategic Brand Management: A European Perspective

'Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Management by Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.'

John Murphy, founder of Interbrand.

Strategic Brand Management: A European Perspective, 2nd edition, by Kevin Lane Keller, Tony Aperia, and Mats Georgson, aims to equip managers with the tools and understanding to be able to improve the long-term profitability of their brand strategy.

This edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity.

The 2^nd edition contains a range of updated features to accommodate your learning, including:

• Additional cases and examples from well-known European brands are included to appeal to students outside the US.
• New Brand Briefings spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, & Ryanair
• Further coverage of channel management and B2B research on brands, compared to the previous edition.

Combining practical insights with a strong theoretical foundation, this text will assist you in your day-to-day managerial decisions as well as long-term brand decisions.