For upper-level undergraduate and MBA courses in Brand Management, Brand Strategy, Product Management, and Marketing Strategy. Written by today's leading authority in brand management. Incorporating the latest thinking and developments from both academia and industry, 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 decisions-and thus improving the long-term profitability of 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 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.
Part 1 Opening Perspectives
Part 2 Identifying adn Establishing Brand Positioning and Values
Part 3 Planning and Implementing Brand Marketing Programs
Part 4 Measuring and Interpreting Brand Performance
Part 5 Growing and Sustaining Brand Equity
Part 6 Closing Perspectives
Index