Includes Index.

PART I Opening Perspectives
Chapter 1 Brands and Brand Management
PART II Developing a Brand Strategy
Chapter 2 Customer-based Brand Equity and Brand Positioning
Chapter 3 Brand Resonance and the Brand Value Chain
PART III Designing and Implementing Brand Marketing Programs
Chapter 4 Choosing Brand Elements to Build Brand Equity
Chapter 5 Designing Marketing Programs to Build Brand Equity
Chapter 6 Integrating Marketing Communications to Build Brand Equity
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity
PART IV Measuring and Interpreting Brand Performance
Chapter Developing a Brand Equity Measurement and Management System
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance
PART V Growing and Sustaining Brand Equity
Chapter 11 Designing and Implementing Branding Architecture Strategies
Chapter 12 Introducing and Naming New Products and Brand Extensions
Chapter 13 Managing Brands Over Time
Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments
PART VI Closing Perspectives
Chapter 15 Closing Observations

The fourth edition of Strategic Brand Management offers a comprehensive view of the changing technological, cultural, global, and economic environment that brands face. The book is well-grounded in practice and can be easily related to past and current marketing activities, events, and case studies.
Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts.
Each chapter contains a Brand Focus appendix that delves into detail on specific and related branding topics, such as brand audits, legal issues, brand crises, and private labels.
Numerous in-text examples, highlighting brands such as Dettol, Colgate, and Jet Airways, have been introduced to illuminate the discussion of virtually every topic, and a series of Branding Brief boxes provide more in-depth examinations of ed topics or brands.
The text includes engaging visuals that highlight many of the important and interesting concepts and examples from the chapters. Print ads from various Indian companies, such as TCS, ITC, Taj Hotels, and Marico, have been incorporated to illustrate case studies and examples.