Strategic Brand Management (Kevin Lane Keller)

Strategic Brand Management, as explained by Kevin Lane Keller, is the process of building, developing, and maintaining a strong brand in the minds of consumers. It involves understanding what your brand stands for, creating a clear brand identity, and consistently delivering value to foster trust and loyalty. This approach helps businesses differentiate themselves from competitors, strengthen customer relationships, and achieve long-term success by managing the image, perception, and experiences associated with their brand. Essentially, it’s about strategically shaping how people see and feel about a brand to support business growth.