What Is Brand Equity? -- The Ivory Story -- The Role of Brands -- Brand-Building Neglect -- The Role of Assets and Skills -- What Is Brand Equity? -- What Is the Value of a Brand? -- Brand Value Based upon Future Earnings -- Issues in Managing Brand Equity -- The Plan of the Book -- Brand Loyalty -- The Micro Pro Story -- Brand Loyalty -- Measuring Brand Loyalty -- The Strategic Value of Brand Loyalty -- Maintaining and Enhancing Loyalty -- Selling Old Customers Instead of New Ones -- Brand Awareness -- The Datsun-Becomes-Nissan Story -- The GE-Becomes-Black and Decker Story -- What is Brand Awareness? -- How Awareness Works to Help the Brand -- The Power of Old Brand Names -- How to Achieve Awareness -- Perceived Quality -- The Schlitz Story -- What Is Perceived Quality? -- How Perceived Quality Generates Value -- What Influences Perceived Quality? -- Brand Associations: The Positioning Decision -- The Weight Watchers Story -- Associations, Image, and Positioning -- How Brand Associations Create Value -- Types of Associations -- The Measurement of Brand Associations -- The Ford Taurus Story -- What Does This Brand Mean to You? -- Scaling Brand Perceptions -- Selecting, Creating, and Maintaining Associations -- The Dove Story -- The Honeywell Story -- Which Associations -- Creating Associations -- Maintaining Associations -- Managing Disasters -- The Name, Symbol, and Slogan -- The Volkswagen Story -- Names -- Symbols -- Slogans -- Brand Extensions: The Good, the Bad, and the Ugly -- The Levi Tailored Classics Story.