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Strategic Brand Management
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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
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 Associations 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 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 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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