Table of contents for Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents									
I: Opening Perspectives 
CHAPTER 1
Brands & Brand Management
II: Identifying and Establishing Brand Positioning and Values 
CHAPTER 2
Customer-Based Brand Equity
CHAPTER 3
Brand Positioning 
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 Associations to Build Brand Equity
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
CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance
V: Growing and Sustaining Brand Equity.
CHAPTER 11
Designing and Implementing Branding Strategies
CHAPTER 12
Introducing and Naming New Products and Brand Extensions
CHAPTER 13
Managing Brands over Time
CHAPTER 14
Managing Brands over Geographic Boundaries and Market Segments
VI: Closing Perspectives
CHAPTER 15
Closing Observations

Library of Congress Subject Headings for this publication:

Brand name products -- Management.