Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition

,

PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION

1. Brands and Brand Management

 

PART II: DEVELOPING A BRAND STRATEGY

2. Customer-Based Brand Equity and Brand Positioning

3. Brand Resonance and Brand Value Chain

 

PART III: DESIGNING 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. Branding in the Digital Era

8. Leveraging Secondary Brand Associations to Build Brand Equity

 

PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE

9. Developing a Brand Equity Measurement and Management System

10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set

11. Measuring Outcomes of Brand Equity: Capturing Market Performance

 

PART V: GROWING AND SUSTAINING BRAND EQUITY

12. Designing and Implementing Brand Architecture Strategies

13. Introducing and Naming New Products and Brand Extensions

14. Managing Brands Over Time

15. Managing Brands Over Geographic Boundaries and Market Segments

 

PART VI: CLOSING PERSPECTIVES

16. Closing Observations

Weight 1.5 kg

Reviews

There are no reviews yet.

Be the first to review “Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition”

Your email address will not be published. Required fields are marked *