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