Strategic brand management : a European perspective / Kevin Lane Keller, Tony Aperia, Mats Georgson.

Enhanced descriptions from Syndetics:

Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for a broad exploration of a complicated subject.

Table of contents provided by Syndetics

• 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 and Values
• Part 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 Knowledge 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 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 New 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