Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.Have it your way in the DVR market Digital video recorders came into widespread use when TiVo was launched in ... The company branded the gadget as a way for customers to get the television shows they wanted, when they wanted, without commercials. TiVo users buy the TiVo box and then pay an8.86 a month for a device to record and store programming. ... Panasonic, DirecTV, EchoStar, Time Warner, Cox Communications and Gemstar are jostling for position in the DVR market.
|Title||:||Strategic Brand Management|
|Author||:||Kevin Lane Keller, Tony Apéria, Mats Georgson|
|Publisher||:||Pearson Education - 2008|