The purpose of this book is to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management.

Strategic Brand Management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.

An important goal of the book is to provide managers with concepts and techniques to imporove the long-term profitability of their brand strategies.



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 and values



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 knowledge 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 mindset

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 - Introduction 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