Brief Table of Contents
PART I Opening Perspectives
Chapter 1* Brands and Brand Management
PART II Identifying and Establishing Brand Positioning and Values
Chapter 2 Customer-Based Brand Equity
Chapter 3 Brand Positioning and Values
PART III Planning 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 Knowledge to Build Brand Equity
PART IV Measuring and Interpreting Brand Performance
Chapter 8 Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mindset
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance
PART V Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding 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
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