CONTENT : Part I: Opening Perspectives 23 Chapter 1 Brands and Brand Management 23 Part II: Identifying and Establishing Brand Positioning and Values69 Chapter 2Customer-Based Brand Equity 69 Chapters 3Brand Positioning 119 Part III: Planning and Implementing Brand Marketing Programs 161 Chapter 4Choosing Brand Elements to Build Brand Equity 161 Chapter 5Designing Marketing Programs to Build Brand Equity206 Chapter 6Integrating Marketing Communications to Build Brand Equity 251 Chapter 7Leveraging Secondary Brand Associations to Build Brand Equity 301 Part IV: Measuring and Interpreting Brand Performance337 Chapter 8Developing a Brand Equity Measurement and Management System 337 Chapter 9Measuring Sources of Brand Equity: Capturing Customer Mind-Set 375 Chapter 10Measuring Outcomes of Brand Equity: Capturing Market Performance424 Part V: Growing and Sustaining Brand Equity454 Chapter 11 Designing and Implementing Branding Strategies454 Chapter 12Introducing and Naming New Products and Brand Extensions 511 Chapter 13Managing Brands over Time 568 Chapter 14Managing Brands over Geographic Boundaries and Market Segments 610 Part VI: Closing Perspectives657 Chapter 15Closing Observations 657