Part 1: The Sociocultural Meaning of Bands
1 Understanding the social psychology of brands
2 Emotion and brands
3 The symbolic meaning of brands
4 Cultural meaning systems and brands
Part 2: Brand Equity and Brand Building
5 Brand equity
6 Brand communication
7 Measuring brand performance and equity
Part 3: Managing Brands
8 Brand strategies 1 - symbolic brands
9 Brand strategies 2 - low-involvement brands
10 Brand Innovation and Digital Media
11 Brand portfolio management
12 People as brand touchpoints