| foreword--david a. aaker preface acknowledgements introduction does brand asset management strategy matter? an overview of brand asset management phase one: developing a brand vision 1. step one: elements of a brand vision phase two: determining your brandpicture 2. step two: determining your brand's image 3. step three: creating your brand's contract 4. step four: crafting a brand-based customer model phase three: developing a brand asset management strategy 5. step five: positioning your brand for success 6. step six: extending your brand 7. step seven: communicating your brand's positioning 8. step eight: leveraging your brand to maximize channel influence 9. step nine: pricing your brand at a premium phase four: supporting a brand asset management culture 10. step ten: measuring your return on brand investment (robi) . 11. step eleven: establishing a brand-based culture about the author index |
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