PART I Opening Perspectives 29
Chapter 1 Brands and Brand Management 29
PART II Developing a Brand Strategy 67
Chapter 2 Customer-Based Brand Equity and Brand Positioning 67
Chapter 3 Brand Resonance and the Brand Value Chain 106
PART III Designing and Implementing Brand Marketing Programs 141
Chapter 4 Choosing Brand Elements to Build Brand Equity 141
Chapter 5 Designing Marketing Programs to Build Brand Equity 177
Chapter 6 Integrating Marketing Communications to Build Brand Equity 217
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 259
PART IV Measuring and Interpreting Brand Performance 291
Chapter 8 Developing a Brand Equity Measurement and Management System 291
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 324
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 362
PART V Growing and Sustaining Brand Equity 385
Chapter 11 Designing and Implementing Branding Architecture Strategies 385
Chapter 12 Introducing and Naming New Products and Brand Extensions 431
Chapter 13 Managing Brands Over Time 477
Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments 509
PART VI Closing Perspectives 547
Chapter 15 Closing Observations 547