Strategic Brand Management (2^nd Ed.) 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.

Develop your brand management skills with practical insights from the industry

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.

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 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 leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

Hallmark features of this title

The text adopts a planned structure focusing on three key criteria:

• Depth: The content presented is consistent and cohesive throughout the text - well-grounded in the academic and practitioner literature.
• Breadth: The book covers interesting and essential topics for students of brand management as well as practising managers within the business environment.
• Relevance: The book demonstrates past and present marketing activities, events and case studies, from theory to practice.

The content incorporates built-in study aids to support your students' understanding:

• Chapter Reviews summarise the themes and arguments discussed in each chapter.
• Discussion Questions at the end of each chapter test your students' understanding as they review what they have read.