Table of Content
Part I Opening Perspectives

Brands & Brand Management

Part II: Identifying and Establishing Brand Positioning and Values

Customer-Based Brand Equity
Brand Positioning

Part III: Planning and Implementing Brand Marketing Programs

Choosing Brand Elements to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Integrating Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity

Part IV: Measuring and Interpreting Brand Performance.

Developing a Brand Equity Measurement and Management System
Measuring Sources of Brand Equity: Capturing Customer Mindset
Measuring Outcomes of Brand Equity: Capturing Market Performance

Part V: Growing and Sustaining Brand Equity

Designing and Implementing Branding Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands over Time
Managing Brands over Geographic Boundaries and Market Segments

Part VI: Closing Perspectives

Closing Observations

The main focus of this book is the concept of brand equity. It provides us a comprehensive and in depth information about the subjects of brand, brand equity and strategic management —and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. One of the important objectives of the book is to provide managers with concepts and techniques to improve the long term profitability of their brand strategies.

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