Table of Contents
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 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 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 Customer Mind-Set
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
What is the difference between a test bank and a solution manual?
- Solution Manual contains comprehensive answers to the end of chapter questions, problems and exercises.
- Test Bank is a very useful collection of exam questions including multiple choice, true or false, fill in the blanks, short and essay answers with solutions.
What should I choose?
If you are preparing for an exam, a test bank is a good choice. A solution manual is useful for self-study, take home exams, homework and projects. It is advisable to purchase both if they are available to achieve complete grade improvement.
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