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

Strategic Brand Management delivers unmatched breadth, depth and relevance in branding education. Prioritizing the consumer's point of view, it combines a robust conceptual foundation with practical insights for optimizing short- and long-term brand strategies. An extensive collection of illustrative examples from US and global brands enhances topical discussions. The 6th Edition features a new Chapter 2 covering modern marketing trends, such as consumer empowerment, generational shifts, data saturation and omnichannel expansion. The authors examine the skills and perspectives needed for building strong brands in the face of AI, maturing technologies and an increasingly competitive marketplace.