Strategic Brand Management 5th BNL Edition: Building, measuring and managing future-proof brand equity in a sustainably connected world

Kevin lane Keller, Ruud Heijenga, Erik Schoppen, Vanitha Swaminathan

Research output: Book/ReportBookProfessional

Abstract

'Strategic brand management' is about brands, why brands are important to people, organizations and society, what they mean to consumers and professionals and what organizations need to do to manage them properly, economically, socially and environmentally. The book covers the entire field and provides insight into the everyday practice of (digital, social & sustainable) branding through the many cases and examples. With dozens of models, practical handles and clear step-by-step plans, 'Strategic Brand Management' (SMM5) is the standard work for executives, brand developers, brand managers and marketers. And an indispensable title for higher (economic) education. Research consultancy Gartner also sees brand strategy as the 'most vital strategic capability' to sustainably bind customers and other stakeholders to a brand organization. A strong and sustainable brand is one of the most valuable assets a company can have to build trust and engaged brand relationships. Now that we live in an era where brands and people are connected to everything and everyone, branding in the digital, mental and physical world is more relevant than ever for organizations. Because the digital world cannot exist without a viable physical world. And without brands in the minds and 'hearts' of people, no meaningful brand value(s). Brands can play a social and sustainable role in this. Creating future-proof brand equity should therefore be a priority for anyone building, measuring and managing brands in a sustainably connected world. That is the mission of this book.
In the fifth edition of 'Strategic Brand Management', not only the financial aspects are discussed, but also the social sides of creating sustainable brand added value are discussed in more detail. In its 'European Green Deal', the European Commission has adopted new guidelines in the field of biodiversity and sustainability and aims to be climate neutral by 2050. This will have consequences for many brand organizations, their business operations, and for developing their brand portfolio. That is why the co-authors Schoppen and Heijenga want to provide insight on how to create brand added value and trust in a social and sustainable manner. This starts with a solid and human base; building and managing future-proof, reliable and financially strong brands. Relationship and stakeholder management are also discussed in this edition. The (psycho-)social layers of trust and consumer confidence to build (brand) trust are discussed and interconnections are made between psychological, neuroscientific, leadership and brand organizational aspects. How to involve internal and external stakeholders in the brand organization in order to jointly create future-proof brand and social value (shared value creation). After all, you build a brand for and by people. In other words, without people there is no brand. And no brand without a market and society.
Also new in this edition is the brand added value compass, developed by the authors Schoppen and Heijenga. This is a new framework for developing strategies and ecosystems for sustainable brand equity development, adapted to future-proof building and managing financial and social brand equity in a sustainably connected world. The brand added value compass offers effective communicable, strategic support for directors, managers, designers or other developers. The book's content is ordered on the basis of this framework, which makes the book not only a theoretically substantiated reference standard work for researchers, and lecturers, but also applicable as a strategic handbook for anyone who works with brands. 'Strategic brand management' is written for students in higher economic education and for professional practice in design and management of brands, marketing and marketing communication. 'Strategic brand management' is the most comprehensive reference standard in the field of contemporary and future-oriented brand management and sustainable brand leadership. The book is a hybrid edition - an innovative combination of physical and digital. The in-depth sections in this book are largely digital and can now be read easily and quickly in MyLab Dutch via the Pearson app. By scanning a QR code, the article immediately opens in the Pearson app. Video material can now also be viewed via QR codes.The book consists of five parts which can be read almost as separate books, yet are intertwined by the authors' holistic view of sustainable brand building and management:

Deel 1 - Brand Value Creation

Deel 2 - Brand Equity Management

Deel 3 - Brand Design Management

Deel 4 - Brand Relation Management

Deel 5 - Brand Reputation Management

Corresponding (study) material is available on the website www.strategischmerkenmanagement.nl.
Translated title of the contributionStrategic Brand Management 5th BNL Edition: Building, measuring and managing future-proof brand equity in a sustainably connected world
Original languageDutch
Place of PublicationAmsterdam
PublisherPearson
Number of pages680
Edition5
ISBN (Electronic)9789043038379
ISBN (Print)9789043037013
Publication statusPublished - 10-Mar-2022

Keywords

  • merkenmanagement
  • Brand management
  • Brand Trust
  • Trust
  • Trust creation methods
  • Brand positioning
  • Brand Equity
  • Strategisch management
  • Strategic
  • Behavior
  • Attitudes and behaviour
  • Identity
  • Experience
  • Sustainability
  • social influence
  • social
  • Digital
  • Influence
  • Leadership
  • SDGs
  • Strategy
  • Management
  • Values
  • Value chain
  • Consumer trust
  • Consumer Behavior
  • Sustainable behaviour
  • Build Bridge Bond
  • Brand added value compass
  • Psychology

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