Strategic Brand Management : Building, Measuring, and Managing Brand Equity / by Kevin Lane Keller

Includes Epilogue, Credits and Indexes

Part I: Opening Perspectives Ch 1- Brands and Brand Management Part II: Identifying and Establishing Brand Positioning and Values Ch 2- Customer-Based Brand Equity Ch 3- Brand Positioning Part III: Planning 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 Part 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 Part V: Growing and Sustaining Brand Equity Ch 11-Designing and Implementing Branding 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 Part VI: Closing Perspectives Ch 15-Closing Observations