Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
Opening Perspectives | |
Brands & Brand Management | |
Identifying and Establishing Brand Positioning and Values | |
Customer-Based Brand Equity | |
Brand Positioning | |
Planning and Implementing Brand Marketing Programs | |
Choosing Brand Elements to Build Brand Equity | |
Designing Marketing Programs to Build Brand Equity | |
Integrating Marketing Communications to Build Brand Equity | |
Leveraging Secondary Brand Associations to Build Brand Equity | |
Measuring and Interpreting Brand Performance | |
Developing a Brand Equity Measurement and Management System | |
Measuring Sources of Brand Equity: Capturing Customer Mindset | |
Measuring Outcomes of Brand Equity: Capturing Market Performance | |
Growing and Sustaining Brand Equity | |
Designing and Implementing Branding Strategies | |
Introducing and Naming New Products and Brand Extensions | |
Managing Brands over Time | |
Managing Brands over Geographic Boundaries and Market Segments | |
Closing Perspectives | |
Closing Observations | |
Table of Contents provided by Publisher. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.