Book review: Kevin Lane Keller and Vanitha Swaminathan (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th edition, Pearson Education Limited, ISBN 978-0-13-489249-8

Abstract

What are brands? Brands are intangible assets that are invaluable for an organization. Though, creating and bringing up strong brands over a while against immense competition is a hard task and a challenge for managers. Creating and nurturing a huge brand doesn’t happen overnight. Sound plans for the brand are essential in nurturing a strong brand and it consumes a considerable period. Just planning to build strong brands is not sufficient to generate yield on the investment. But powerful strategies are a must to endure strong brands over the huge competition in the digital era. Thus, all-powerful marketing thinking should be directed at strengthening the brand to generate yield on investment. It has been implied that a comprehensive and cohesive system is fundamental to fostering an outstanding brand.