Part I Opening Perspectives 1
Chapter 1 Brands and Brand Management 1
Part II Developing a Brand Strategy 39
Chapter 2 Customer-Based Brand Equity and Brand Positioning 39
Chapter 3 Brand Resonance and the Brand Value Chain 78
Part III Designing and Implementing Brand Marketing Programs 113
Chapter 4 Choosing Brand Elements to Build Brand Equity 113
Chapter 5 Designing Marketing Programs to Build Brand Equity 149
Chapter 6 Integrating Marketing Communications to Build Brand Equity 189
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 231
Part IV Measuring and Interpreting Brand Performance 263
Chapter 8 Developing a Brand Equity Measurement and Management System 263
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 296
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 334
Part V Growing and Sustaining Brand Equity 357
Chapter 11 Designing and Implementing Branding Architecture Strategies 357
Chapter 12 Introducing and Naming New Products and Brand Extensions 403
Chapter 13 Managing Brands Over Time 449
Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments 481
Part VI Closing Perspectives 519
Chapter 15 Closing Observations 519