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Value Creation: The Power of Brand Equity

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Financial Reporting and Valuation Research

Abstract

Chapter 1: The Need. Chapter 2: What is a Brand? What isnt? Chapter 3: Brands as Financial assets. Chapter 4: Value Creation & Value Creators/Value Destruction & Value Destroyers. Chapter 5: Current Measurement Systems and Problems. Chapter 6: What is Brand Value and Brand Equity? Chapter 7: Brand Loyalty and Brand Performance. Chapter 8: What is Branding? Chapter 9: Brand Process Case Successes. Chapter 10: Implementing the Branding Process. Chapter 11: Value-based Brand Segmentation. Chapter 12: Tracking Brand Performance. Chapter 13: How to Put Into Practice in the Organization/Corporation. Chapter 14: Salient Lessons for Marketing Service Providers. Chapter 15: How the Financial Community Can Apply These Lessons. Chapter 16: How to Use This Book.

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