In the new edited book „Handbuch Markenführung“ of Franz-Rudolf Esch, two articles of Kevin Lane Keller, Tuck School of Business at Dartmouth College, and Tim Oliver Brexendorf have been published.
The first article “Strategic Brand Management Process” concentrates on four steps that brand marketers must take in branding. For each step of the strategic brand management process, core concepts, illustrative examples, and practical guidelines are highlighted. The article can be downloaded here.
The second article “Measuring Brand Equity” reviews measures of both sources and outcomes of brand equity and discusses a model of value creation, the brand value chain, as a holistic, integrated approach to understanding how to capture the value created by brands. The chapter also closes with issues in developing a brand equity measurement system. This chapter can be downloaded here.