|
Index |
|
Acknowledgements v Introduction xi CHAPTER 1 The Need CHAPTER 2 What’s the Solution? CHAPTER 3 What Is a Brand? What Isn’t? CHAPTER 4 Brands as Financial Assets CHAPTER 5 Value Creation/Value Destruction CHAPTER 6 The Current State of Brand Measurement CHAPTER 7 Understanding Brand Value and Brand Equity CHAPTER 8 Brand Loyalty and Brand Performance CHAPTER 9 What Is Branding? CHAPTER 10 Brand Success Profiles CHAPTER 11 Values-Based Market Segmentation CHAPTER 12 Leveraging the Brand Value Model and Brand Performance CHAPTER 13 Salient Lessons for Marketing Service Providers CHAPTER 14 The Value Creation Process CHAPTER 15 The Solution TECHNICAL ADDENDUM Glossary Index |
|
1 19 47 65 79 105 125 145 171 187 219 237 257 267 295 319 345 349 |
