Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.

Includes bibliographical references and index.

Chapter one Brands and brand management -- Chapter two Customer-based brand equity and brand positioning -- Chapter three Brand resonance and the brand value chain -- Chapter four Designing and implementing brand marketing programs choosing brand elements to build brand equity -- Chapter five Designing marketing programs to build brand equity -- Chapter six Integrating marketing communications to build brand equity -- Chapter seven Leveraging secondary brand associations to build brand equity -- Chapter eight Developing a brand equity measurement and management system -- Chapter nine Measuring sources of brand equity: capturing customer min-set -- Chapter ten Measuring outcomes of brand equity: capturing market performance -- Chapter eleven Designing and implementing brand architecture strategies -- Chapter twelve Introducing and naming new products and extensions -- Chapter thirteen Managing brands over time -- Chapter fourteen Managing brands over geographic boundaries and market segments -- Chapter fifteen Closing observations

English