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| Preface | |
| Brand Equity and Advertising: An Overview | p. 1 |
| A Global View on Building Brands | |
| The Landor ImagePower Survey: A Global Assessment of Brand Strength | p. 11 |
| Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community | p. 31 |
| Branding in Japan | p. 51 |
| The Brand Personality and Brand Equity | |
| Converting Image Into Equity | p. 67 |
| The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences | p. 83 |
| Can Products and Brands Have Charisma? | p. 97 |
| Beyond Brand Personality: Building Brand Relationships | p. 113 |
| The Value of the Brand: An Anthropological Perspective | p. 125 |
| The Role of Advertising in Creating Brand Equity | |
| Advertising, Perceived Quality, and Brand Image | p. 143 |
| Asking the Right Questions: What Do People Do with Advertising? | p. 163 |
| Expansion Advertising and Brand Equity | p. 177 |
| The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity | p. 195 |
| Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships | p. 213 |
| Perspectives on Brand Equity | |
| Decomposing a Brand's Consumer Franchise into Buyer Types | p. 235 |
| Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches | p. 247 |
| The Dual Structure of Brand Associations | p. 263 |
| Perspectives on Brand Extensions | |
| Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions | p. 281 |
| Brands as Categories | p. 299 |
| Fit and Leverage in Brand Extensions | p. 313 |
| Case Studies and a Commentary | |
| The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas | p. 321 |
| Are Brand Equity Investments Really Worthwhile? | p. 333 |
| Brand Equities, Elephants, and Birds: A Commentary | p. 343 |
| About the Contributors | p. 357 |
| Author Index | p. 365 |
| Subject Index | p. 371 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
