戰(zhàn)略品牌管理（第四版）

1、St r at egi c Br and ManagementBui l di ng,Measuri ng,and Managi ng Br and Equi tyGl obalEdi ti on 4ePART I Opening Perspectives 29Chapter 1 Brands and Brand Management 29PART II Developing a Brand Strategy 67Chap

2、ter 2 Customer- Based Brand Equity and Brand Positioning 67Chapter 3 Brand Resonance and the Brand Value Chain 106PART III Designing and Implementing Brand Marketing Programs 141Chapter 4 Choosing Brand Elements to Buil

3、d Brand Equity 141Chapter 5 Designing Marketing Programs to Build Brand Equity 177Chapter 6 I ntegrating Marketing Communications to Build Brand Equity 217Chapter 7 Leveraging Secondary Brand Associations to Build Brand

4、Equity 259PART IV Measuring and Interpreting Brand Performance 291Chapter 8 Developing a Brand Equity Measurement and Management System 291Chapter 9 Measuring Sources of Brand Equity:Capturing Customer Mind- Set 324Chap

5、ter 10 Measuring Outcomes of Brand Equity:Capturing Market Performance 362PART V Growing and Sustaining Brand Equity 385Chapter 11 Designing and I mplementing Branding Architecture Strategies 385Chapter 12 I ntroducing

6、and Naming New Products and Brand Extensions 431Chapter 13 Managing Brands Over Time 477Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments 509PART VI Closing Perspectives 547Chapter 15 Closing Obs