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Branding and Brand Equity

Kevin Lane Keller, October 2016

This is the second book in the Marketing Science Institute’s (MSI) Relevant Knowledge Series. In the book, Kevin Lane Keller provides an overview of this well-researched field of top management concern. Topics he explores include the conceptualization and measurement of brand equity, brand building. brand extensions, and brand strategies and alliances. Keller’s book offers a practical orientation grounded in rigorous scholarship, and will be of value and interest to a broad range of readers.

Meet The Expert

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Erich Joachimsthaler, Ph.D.

CEO & Founder

Erich is a rare combination of consultant, entrepreneur, academic, researcher, author and positive contrarian. Over the last twenty years, Erich has led Vivaldi in helping companies build strong brands, find innovation and new growth opportunities and realize them in today’s digital age.