Author Description

Pearson+ gives you access to much more than your eTextbook. Most titles also include audiobooks, study notes, flashcards and more to help you thrive in the classroom. Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer and provides a framework for identifying, defining and measuring brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and globally. Details of the new edition coming soon