A focus on customer-based brand equity, including its definition; sources and outcomes; and tactical guidelines about how to build, measure, and manage brand equity, helps students interpret the potential effects and trade-offs of strategies and practices for managing brands. Giving students a solid foundation allows for the broad exploration of a complicated subject. Co-author and award-winning scholar, professor, and branding consultant Vanitha Swaminathan joins Kevin Lane Keller -- one of the international leaders in the study of strategic brand management and integrated marketing communications, in this 5th Edition. Numerous real-life examples illuminate the discussion of virtually every topic, while more than 100 Branding Briefs and cases provide more in-depth examination of selected topics or brands. The Science of Branding boxes highlight the latest academic research on key topics, using accessible, jargon-free language. In-depth timelines on innovative brands and companies, including Amazon, Google, Apple, Mountain Dew, Harley Davidson, and Burberry, trace key developments in the history of these mega-brands. Research on and discussion of the latest branding tactics range from attribution modeling and social listening, to online brand engagement and influencer marketing. Important branding topics include netnography as a research technique, new capabilities for brand marketers, digital platform brands, digital native vertical brands, marketing to bicultural consumers, and managing brand crises in the social media era. Brand Focus in every chapter delves into detail on specific branding-related topics such as brand audits, private labels, legal issues, and more. Chapter 7, “Branding in the Digital Era,” provides an overview of the key changes that have transformed the world of branding, includes a variety of new case studies to highlight these changes, and offers a novel way of assessing the impact of brands on consumers using the metric of brand engagement. This new chapter also provides a comprehensive overview of the major digital channels and discusses their pros and cons