ESCP Europe

"Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions" by Worldcat.

PART I: OPENING PERSPECTIVES --- Chapter 1. Brands and brand management --- PART II: IDENTIFYING AND ESTABLISHING BRAND POSITIONING AND VALUES --- Chapter 2. Customer-based brand equity --- Chapter 3. Brand positioning --- PART III: PLANNING AND IMPLEMENTING THE BRAND MARKETING PROGRAMME --- Chapter 4. Choosing brand elements to build brand equity --- Chapter 5. Designing marketing campaigns to build brand equity --- Chapter 6. Integrating marketing communications to build brand equity --- Chapter 7. Using secondary brand associations to build brand equity --- PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE --- Chapter 8. Developing a brand equity measurement and management system --- Chapter 9. Measuring sources of brand equity: capturing the customer mindset --- Chapter 10. Measuring outcomes of brand equity: capturing market performance --- PART V: GROWING AND SUSTAINING BRAND EQUITY --- Chapter 11. Designing and implementing branding strategies --- Chapter 12. Introducing and naming products and brand extensions --- Chapter 13. Managing brands over time --- Chapter 14. Managing brands over geographic boundaries and market segments --- PART VI: CLOSING PERSPECTIVES --- Chapter 15. Closing observations..