Vanitha Swaminathan

If you are responsible for leading your organization’s digital marketing strategy, you recognize that with the rise of a hyperconnected world, two key trends are taking place: the blurring of a brand’s boundaries and the broadening of branding, such that brand managers are no longer in control of the brand as much as they used to be. Brand experiences and meaning are being co-created with a variety of different types of stakeholders, particularly consumers, generating a new reality for brands and brand management. Presenting the author’s model of Brand HEAT (Higher Engagement through Authenticity and Trust), this book examines the many drivers of brand engagement, authenticity and trust and offers a set of tools for managers for improving brand engagement by leveraging the positive drivers and minimizing the negative drivers as well as evaluating the impact of those engagement factors. The digital scorecard and brand HEAT dashboard will allow you to measure the effectiveness of your digital strategy as relates to customer engagement. Media platforms and tech giants have revolutionized the way that consumers interact with brands and this book is ideal for MBA and Executive students as well as marketing managers and brand strategists looking to understand how to strengthen their digital brand.

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity. Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.