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94 of 112 found the following review helpful:
 1950's Marketing Explained Oct 10, 2001
Strategic Brand Management name is a paradox. Very little or useful competitive strategy is ever explained in the 600 plus pages of purely 1950's Eisenhower era mass marketing and mass media driven brand planning tactics. It's mostly tactics. Written by an academic who never worked his way up in brand management, the book sorely needs to be updated to the realities of modern marketing (e.g. the internet). Missing topics include competitve market analysis section, positioning, targeting, bonding, building communities, internet marketing. In fact, the entire book boils down one theme according to Kevin, "you can build brands with strong, favorable and unique brand associations." That's mentioned hundreds of times in 600 pages. Take it from the students, don't rely on Strategic Brand Management as your definitive source for understanding the strategic power of brand building. A few of his chapters are usable (e.g. brand awareness). My recommendation is to collect a hodgepodge of other titles such as Competitive Marketing Strategy by John Czepiel, The Handbook of Brand Management by David Arnold, Brand Asset Management by Scott Davis, Emotional Bonding by Marc Gobe and books by David Aaker (one of his is enough though as they just repeat). I look forward to Kevin's new edition.
16 of 16 found the following review helpful:
 Well Updated with Lot of Cases and Interesting Stuff Nov 15, 2002
This book is great! I read the 1st edition, but that was a bit too academic. This time academic too, but less technical. Cases on a number of world-class brands are already worth the dollars. That include Amazon.com, Nike, Virgin, Microsoft, IBM, and plenty of them. This book is even more comprehensive than Branding Gurus David Aaker's Branding books. But I must admit that this book touches upon too little on e-branding, and its impact on online "brand consumption". Besides, Keller's branding paradigm needs to be updated. He got to invent his own new theory rather than drawing too much upon others' branding theories which makes this book both the Branding Bible (like Kotler's Marketing textbook for MBAs), and a thick book report. On the whole, this book is great, it won't waste your hard-earned dollars, and Keller's diligent researcher attitude must be honoured and respected, by all means. Great work, Keller, keep it up!
8 of 8 found the following review helpful:
The best book on branding! Feb 27, 1998
I think that Keller's Strategic Brand Management is the best book on branding available. Instead of simply listing success stories or compiling lists of do's and don'ts, this book offers a comprehensive framework for understanding why brands matter, how to measure their equity and how to build strong brands. What I especially liked about this book is that it is structured around a powerful framework called customer-based brand equity which basically says that brand equity lies in the mind of the consumer and that brands are powerful only to the extent that they serve some function for the consumer (like signalling product quality or simplifying choice). There are then great examples of how marketers can build brand awareness and favorable associations to create brand equity. Overall, I highly recommend this book to anybody working in marketing or simply interested in brands.
11 of 14 found the following review helpful:
Excellent May 20, 1999
This book is so far the best treatise in the incipient branding theory. Keller's effort recaps a decade of ideas about brands, thus the reader may find here an excellent compilation of schools of thought abouts brands and branding. Furthermore the author is able to present a new approach through a challenging and interesting model. This will be a textbook for years to come.
8 of 10 found the following review helpful:
Excellent. The bible of branding. Sep 29, 1998
This book is the best compilation of strategic thinking regarding brand management. I have attented many lectures on the topic and this book says it all. This is very detailed, very intense but yet very exciting for any marketers involved with brand management.
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