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Contents

Brands and Brand Management Branding in the Modern Era Elements of a Successful Brand Positioning Brand Resonance and the Brand Value Chain Choosing Brand Elements Designing Marketing Programs Integrated Marketing Communications: Traditional Mass Communication Options Integrated Marketing Communications: Digital Communication Options and Artificial Intelligence Leveraging Secondary Brand Associations to Build Brand Equity Developing a Brand Equity Measurement and Management System Measuring Sources of Brand Equity: Capturing Customer Mindset Measuring Outcomes of Brand Equity: Capturing Market Performance Designing and Implementing Brand Architecture Strategies Introducing and Naming New Products and Brand Extensions Managing Brands Over Time Managing Brands Over Geographic Boundaries and Other Market Segments Closing Observations

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