Branding and Brand Equity

by Kevin Lane Keller

Provides a summary of a well-researched field of top management concern written by a thought leader in the field of brands and brand management. Addresses the conceptualization and measurement of brand equity, brand building, brand extensions, and brand strategies and alliances.

• Format: Hardcover
• Language: English
• ISBN: 0965711420
• ISBN13: 9780965711425
• Release Date: October 2002
• Publisher: Marketing Science Institute
• Length: 86 Pages
• Weight: 0.55 lbs.