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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.|