One of the most valuable asset that a firm possesses is the brand that it has created, invested, and developed over a period of time. And though the brands represent invaluable intangible assets, creating and nurturing them poses considerable challenge for the firm. This book is designed to provide compre-hensive and up-to-date treatment of the entire branding concept-from brands, brand equity to strategic brand management. It enables students, and managers to understand the concepts and techniques to build, measure and manage brand equity. Furthermore it provides insights for improving long-term profitability of specific brand strategies. Incorporating latest thinking and develop-ments, the text ably guides the students in applying the principles and making better day-to-day and long-term brand decisions. The text would be handy and suitable for students of management and practising managers.

Table of Contents

Prologue.

I. OPENING PERSPECTIVES.
1. Brands and Brand Management.
2. Customer-Based Brand Equity.

II. BUILDING BRAND EQUITY. 
3. Brand Positioning and Valves.
4. Choosing Brand Elements to Build Brand Equity.
5. Designing Marketing Programs to Build Brand Equity.
6. Integrating Marketing Communications to Build Brand Equity.
7. Leveraging Secondary Brand Knowledge to Build Brand Equity.

III. MEASURING BRAND EQUITY.
8. Developing Brand Equity Measurement and Management System.
9. Measuring Sources of Brand Equity.
10. Measuring Outcomes of Brand Equity.

IV. MANAGING BRAND EQUITY.
11. Design and Implementing Branding Strategies.
12. Introducing and Naming New Products and Brand Extensions.
13. Managing Brands Over Time.
14. Managing Brands Over Geographical Boundaries and Market Segments.

APPLICATIONS.
15. Closing Observations.

Epilogue.

Index.