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OWL BOOK REVIEW
AVIARY
Keller, Kevin
Lane
Strategic Brand Management: Building, Measuring, and Managing Brand
Equity
New York: Prentice Hall, 1997.
ISBN:
0132011158
This is a book one makes a
commitment to. It sells for $60.. But for anyone who is working in the field
of brand marketing, or who is recruiting for these positions, or who wants to
broaden your background about branding, this is the
book.
Keller is encyclopedic in
his approach. He covers the basic questions of why brands are important and what
they mean to consumers. Then he covers a broad range of schools and thoughts
about how to build brands.
His book is peppered with
examples, including P&G, Levis, Nike, Coca-Cola, IBM, Marlboro, General
Motors, Microsoft and others.
Keller explains how to
measure customer-based brand equity so marketers can actually understand how
their strategies are working and assess the value of their
approach.
The book also makes the
fundamental point that we at TMI has long held about brands. Customers have
pictures in their minds about products that form over a period of time. This is
what a brand is all about. Brands truly are an intangible idea that rests in the
minds of millions of people around the world.
Janelle Barlow,
President
TMI US
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