Strategic Brand Management

I: Opening Perspectives
1 Brands & Brand Management

II: Identifying and Establishing Brand Positioning and Values
2 Customer-Based Brand Equity
3 Brand Positioning

III: Planning and Implementing Brand Marketing Programs
4 Choosing Brand Elements to Build Brand Equity
5 Designing Marketing Programs to Build Brand Equity
6 Integrating Marketing Communications to Build Brand Equity
7 Leveraging Secondary Brand Associations to Build Brand Equity

IV: Measuring and Interpreting Brand Performance.
8 Developing a Brand Equity Measurement and Management System
9 Measuring Sources of Brand Equity: Capturing Customer Mindset
10 Measuring Outcomes of Brand Equity: Capturing Market Performance

V: Growing and Sustaining Brand Equity.
11 Designing and Implementing Branding Strategies
12 Introducing and Naming New Products and Brand Extensions
13 Managing Brands over Time
14 Managing Brands over Geographic Boundaries and Market Segments

VI: Closing Perspectives
15 Closing Observations