Strategic Brand Management: Building, Measuring and Managing Brand Equity

PART I Opening Perspectives
Chapter 1 Brands and Brand Management
PART II Developing a Brand Strategy
Chapter 2 Customer-based Brand Equity and Brand Positioning
Chapter 3 Brand Resonance and the Brand Value Chain
PART III Designing and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity
PART IV Measuring and Interpreting Brand Performance
Chapter Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance
PART V Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Architecture Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands Over Time
Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments
PART VI Closing Perspectives
Chapter 15 Closing Observations