STRATEGIC BRAND MANAGEMENT

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