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| Preface and Acknowledgments | |
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| What Is Brand Equity? | |
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| The Ivory Story | |
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| The Role of Brands | |
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| Brand-Building Neglect | |
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| The Role of Assets and Skills | |
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| What Is Brand Equity? | |
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| What Is the Value of a Brand? | |
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| Brand Value Based upon Future Earnings | |
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| Issues in Managing Brand Equity | |
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| The Plan of the Book | |
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| Brand Loyalty | |
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| The Micro Pro Story | |
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| Brand Loyalty | |
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| Measuring Brand Loyalty | |
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| The Strategic Value of Brand Loyalty | |
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| Maintaining and Enhancing Loyalty | |
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| Selling Old Customers Instead of New Ones | |
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| Brand Awareness | |
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| The Datsun-Becomes-Nissan Story | |
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| The GE-Becomes-Black and Decker Story | |
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| What is Brand Awareness? | |
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| How Awareness Works to Help the Brand | |
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| The Power of Old Brand Names | |
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| How to Achieve Awareness | |
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| Perceived Quality | |
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| The Schlitz Story | |
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| What Is Perceived Quality? | |
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| How Perceived Quality Generates Value | |
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| What Influences Perceived Quality? | |
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| Brand Associations: The Positioning Decision | |
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| The Weight Watchers Story | |
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| Associations, Image, and Positioning | |
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| How Brand Associations Create Value | |
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| Types of Associations | |
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| The Measurement of Brand Associations | |
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| The Ford Taurus Story | |
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| What Does This Brand Mean to You? | |
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| Scaling Brand Perceptions | |
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| Selecting, Creating, and Maintaining Associations | |
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| The Dove Story | |
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| The Honeywell Story | |
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| Which Associations | |
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| Creating Associations | |
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| Maintaining Associations | |
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| Managing Disasters | |
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| The Name, Symbol, and Slogan | |
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| The Volkswagen Story | |
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| Names | |
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| Symbols | |
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| Slogans | |
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| Brand Extensions: The Good, the Bad, and the Ugly | |
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| The Levi Tailored Classics Story | |
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| The Good: What the Brand Name Brings to the Extension | |
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| More Good: Extensions Can Enhance the Core Brand | |
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| The Bad: The Name Fails to Help the Extension | |
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| The Ugly: The Brand Name Is Damaged | |
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| More Ugly: A New Brand Name Is Foregone | |
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| How to Go About It | |
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| Strategy Considerations | |
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| Revitalizing the Brand | |
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| The Yamaha Story | |
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| Increasing Usage | |
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| Finding New Uses | |
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| Entering New Markets | |
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| Repositioning the Brand | |
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| Augmenting the Product/Service | |
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| Obsoleting Existing Products with New-Generation Technologies | |
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| Alternatives to Revitalization: The End Game | |
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| Global Branding and a Recap | |
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| The Kal Kan Story | |
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| The Parker Pen Story | |
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| A Global Brand? | |
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| Targeting a Country | |
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| Analyzing the Context | |
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| A Recap | |
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| Notes | |
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| Index | |