Download or read book Strategic Brand Management written by Kevin Lane Keller and published by Pearson Education. This book was released on 2008 with total page 860 pages. Available in PDF, EPUB and Kindle. Book excerpt: Finely focused on the "how to" and "why" throughout, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. This approach considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.