Strategic Brand Management（5版）

PART I: OPENING PERSPECTIVES
Ch 1 Brands and Brand Management

PART II: DEVELOPING A BRAND STRATEGY
Ch 2 Customer-Based Brand Equity and Brand Positioning
Ch 3 Brand Resonance and the Brand Value Chain

PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
Ch 4 Choosing Brand Elements to Build Brand Equity
Ch 5 Designing Marketing Programs to Build Brand Equity
Ch 6 Integrating Marketing Communications to Build Brand Equity
Ch 7 Branding in the Digital Era
Ch 8 Leveraging Secondary Brand Associatins to Build Brand Equity

PART IV: MEASURING AND INTERPERTING BRAND PERFORMANCE
Ch 9 Developing a Brand Equity Measurement and Management System
Ch10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Ch11 Measuring Outcomes of Brand Equity: Capturing Market Performance

PART V: GROWING AND SUSTAINING BRAND EQUITY
Ch12 Designing and Implementing Brand Architecture Strategies
Ch13 Introducing and Naming New Products and Brand Extensions
Ch14 Managing Brands Over Time
Ch15 Managing Brands Over Geographic Boundaries and Market Segments

PART VI: CLOSING PERSPECTIVES
Ch16 Closing Observations