For students, managers and senior executives studying Brand Management. Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States.

Part 1 Opening Perspectives
Chapter 1 Brands and Brand Management

Part 2 Developing a Brand Strategy
Chapter 2 Customer-Based Brand Equity and Brand Positioning
Chapter 3 Brand Resonance and the Brand Value Chain

Part 3 Designing and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity

Part 4 Measuring and Interpreting Brand Performance
Chapter 8 Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance

Part 5 Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Architecture Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands Over Time
Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments

Part 6 Closing Perspectives
Chapter 15 Closing Observations