Strategic brand management building, measuring and managing brand equity
Main Author: | |
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Resource Type: | Book |
Language: | English |
Published: |
Boston
Pearson
[2013]
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Edition: | Fourth edition. |
Subjects: |
Table of Contents:
- pt. I Opening Perspectives
- ch. 1 Brands and Brand Management
- pt. II Identifying and Establishing Brand Positioning and Values
- ch. 2 Customer-Based Brand Equity and Brand Positioning
- ch. 3 Brand Resonance and the Brand Value Chain
- pt. III Designing and Implementing Brand Marketing Programs
- ch. 4 Choosing Brand Elements to Build Brand Equity
- ch. 5 Designing Marketing Programs to Build Brand Equity
- ch. 6 Integrating Marketing Communications to Build Brand Equity
- ch. 7 Leveraging Secondary Brand Associations to Build Brand Equity
- pt. IV Measuring and Interpreting Brand Performance
- ch. 8 Developing a Brand Equity Measurement and Management System
- ch. 9 Measuring Sources of Brand Equity : Capturing Customer Mind-Set
- ch. 10 Measuring Outcomes of Brand Equity : Capturing Market Performance
- pt. V Growing and Sustaining Brand Equity
- ch. 11 Designing and Implementing Branding Architecture Strategies
- ch. 12 Introducing and Naming New Products and Brand Extensions
- ch. 13 Managing Brands over Time
- ch. 14 Managing Brands over Geographic Boundaries and Market Segments
- pt. VI Closing Perspectives
- ch. 15 Closing Observations.