E-book

  1. Cover Page
  2. Brand Concept
  3. Brand Management Process
  4. Intercultural Branding
  5. Identifying the Target: Segmentation
  6. Selecting the Target: Targeting
  7. Hitting the Target: Positioning
  8. Positioning Concept
  9. Positioning Strategies
  10. Positioning and Intercultural Approach
  11. Brand Equity Concept
  12. Brand Equity Management Models
  13. Measuring Brand Performance
  14. Integrated Mindshare and Heartshare
  15. Integrated Brand Communication
  16. Communication Messages
  17. The Concept of Brand Loyalty
  18. The Journey to Loyalty via Brand Experience
  19. How to Maintain Brand Loyalty