Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

For courses in brand management.

Create profitable brand strategies by building, measuring, and managing brand equity

• PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
• 1. Brands and Brand Management
• PART II: DEVELOPING A BRAND STRATEGY
• 2. Customer-Based Brand Equity and Brand Positioning
• 3. Brand Resonance and Brand Value Chain
• PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
• 4. Choosing Brand Elements to Build Brand Equity
• 5. Designing Marketing Programs to Build Brand Equity
• 6. Integrating Marketing Communications to Build Brand Equity
• 7. Branding in the Digital Era
• 8. Leveraging Secondary Brand Associations to Build Brand Equity
• PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE
• 9. Developing a Brand Equity Measurement and Management System
• 10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set
• 11. Measuring Outcomes of Brand Equity: Capturing Market Performance
• PART V: GROWING AND SUSTAINING BRAND EQUITY
• 12. Designing and Implementing Brand Architecture Strategies
• 13. Introducing and Naming New Products and Brand Extensions
• 14. Managing Brands Over Time
• 15. Managing Brands Over Geographic Boundaries and Market Segments
• PART VI: CLOSING PERSPECTIVES
• 16. Closing Observations