Strategic brand management ; building, measuring and managing brand equity (3e édition) (édition en anglais)

Sommaire

I: Opening Perspectives .
CHAPTER 1 Brands & Brand Management .
II: Identifying and Establishing Brand Positioning and Values .
CHAPTER 2 Customer-Based Brand Equity .
CHAPTER 3 Brand Positioning .
III: Planning and Implementing Brand Marketing Programs .
CHAPTER 4 Choosing Brand Elements to Build Brand Equity.
CHAPTER 5 Designing Marketing Programs to Build Brand Equity.
CHAPTER 6 Integrating Marketing Communications to Build Brand Equity. CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity.
IV: Measuring and Interpreting Brand Performance.
CHAPTER 8 Developing a Brand Equity Measurement and Management System .
CHAPTER 9 Measuring Sources of Brand Equity: Capturing Customer Mindset. CHAPTER10 Measuring Outcomes of Brand Equity: Capturing Market Performance .
V: Growing and Sustaining Brand Equity.
CHAPTER 11 Designing and Implementing Branding Strategies .
CHAPTER 12 Introducing and Naming New Products and Brand Extensions.
CHAPTER 13 Managing Brands over Time.
CHAPTER 14 Managing Brands over Geographic Boundaries and Market Segments .
VI: Closing Perspectives .
CHAPTER 15 Closing Observations.