pt. I. Opening perspectives -- Ch. 1. Brands and brand management -- pt. II. Identifying and establishing brand positioning and values -- Ch. 2. Customer-based brand equity -- Ch. 3. Brand positioning -- pt. III. Planning and implementing brand marketing programs -- Ch. 4. Choosing brand elements to build brand equity -- Ch. 5. Designing marketing programs to build brand equity -- Ch. 6. Integrating marketing communications to build brand equity -- Ch. 7. Leveraging secondary brand associations to build brand equity -- pt. IV. Measuring and interpreting brand performance -- Ch. 8. Developing a brand equity measurement and management system -- Ch. 9. Measuring sources of brand equity : capturing customer mind-set -- Ch. 10. Measuring outcomes of brand equity : capturing market performance -- pt. V. Growing and sustaining brand equity -- Ch. 11. Designing and implementing branding strategies -- Ch. 12. Introducing and naming new products and brand extensions --Ch. 13. Managing brands over time -- Ch. 14. Managing brands over geographic boundaries and market segments -- pt. VI. Closing perspectives -- Ch. 15. Closing observations.