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Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisionsand thus improving the long-termprofitabilityof specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75Branding Briefsthat identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers
Table of Contents
|Brands & Brand Management|
|Identifying and Establishing Brand Positioning and Values|
|Customer-Based Brand Equity|
|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|
|Table of Contents provided by Publisher. All Rights Reserved.|