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