pt. I. Opening perspectives
Ch. 1. Brands and brand management
pt. II. Identifying and establishing brand positioning and values
Ch. 2. Customer-based brand equity
pt. 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
pt. 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
pt. 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
pt. VI. Closing perspectives
Ch. 15. Closing observations.
