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This Global Edition has been edited to include enhancements making it more relevant to students outside the United States.The editorial team at Pearson has worked closely with educators around the globe to include:
1. Updated! All chapters have been revised to include the latest developments in strategic brand management. Chapter 6 has been reorganized and updated around the four major marketing communication options, and Chapters 9 and 10 have been updated to include new material on industry models of brand equity.
2. New and Updated! "Branding Briefs" and in-text examples on global brands from around the world including Hyundai, Etisalat, Qantas,and LVMH.
Keller's leading textbook on strategic brand management provides insights into profitable brand strategies by building, measuring, and managing brand equity.The fourth edition continues to incorporate new material to address the changing technological, cultural, global, and economic environment that brands face today.