Brand Equity & Advertising: Advertising's Role in Building Strong Brands

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Table of Contents

Preface
1 Brand Equity and Advertising: An Overview 1
Pt. I A Global View on Building Brands
2 The Landor ImagePower Survey: A Global Assessment of Brand Strength 11
3 Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community 31
4 Branding in Japan 51
Pt. II The Brand Personality and Brand Equity
5 Converting Image Into Equity 67
6 The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences 83
7 Can Products and Brands Have Charisma? 97
8 Beyond Brand Personality: Building Brand Relationships 113
9 The Value of the Brand: An Anthropological Perspective 125
Pt. III The Role of Advertising in Creating Brand Equity
10 Advertising, Perceived Quality, and Brand Image 143
11 Asking the Right Questions: What Do People Do with Advertising? 163
12 Expansion Advertising and Brand Equity 177
13 The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity 195
14 Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships 213
Pt. IV Perspectives on Brand Equity
15 Decomposing a Brand's Consumer Franchise into Buyer Types 235
16 Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches 247
17 The Dual Structure of Brand Associations 263
Pt. V Perspectives on Brand Extensions
18 Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions 281
19 Brands as Categories 299
20 Fit and Leverage in Brand Extensions 313
Pt. VI Case Studies and a Commentary
21 The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas 321
22 Are Brand Equity Investments Really Worthwhile? 333
23 Brand Equities, Elephants, and Birds: A Commentary 343
About the Contributors 357
Author Index 365
Subject Index 371
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